Answered Essay: Explain VALS2 and how marketers use it ?

Explain VALS2 and how marketers use it ?

Expert Answer

VALS 2 is a research methodology that is used for psychographic market segmentation. It puts emphasis on psychological base instead of activities and interests in order to tap relatively enduring attributes and values. It has two dimensions – self orientation and resources. Self-orientation determines the goal types and behaviors that individuals pursue. It refers to attribute patterns and the activities that help individuals reinforce, modify or sustain their self-image. Resources refer to the individuals’ ability that includes material, psychological, physical and demographic means such education, position, money, inventiveness, intelligence, interpersonal skills, self-confidence, eagerness to buy etc. in order to pursue their dominant self-image. VALS 2 method stipulates that an individual a particular product or service because of the type of person that he or she is. Therefore the purchase reflects the lifestyle of the individual consumer, which is a function of individual’s self-orientation and resources.

Marketers use this knowledge to design products for specific customer segments and design marketing campaigns to target specific consumers.

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