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CB Cuoi Chap 12
CB Cuoi Chap 12
Self-Concept and
Lifestyle
The VALSTM System
● VALS provides a systematic
classification of U.S. adults
into eight distinct consumer
segments.
● VALS is based on enduring
psychological
characteristics that correlate
with purchase patterns.
The VALSTM System
Three Primary Consumer
Motivations:
1. Ideals Motivation
2. Achievement Motivation
3. Self-Expression Motivation
The underlying logic:1
People with similar cultural
backgrounds, means and
perspectives naturally gravitate
toward one another.
Geo-Lifestyle Analysis They choose to live amongst
(PRIZM®) their peers in neighborhoods
offering …compatible lifestyles.
They exhibit shared patterns of
consumer behavior toward
products, services, media and
promotions.
Geo-Lifestyle Analysis
(PRIZM®)
● PRIZM Social and
Lifestage Groups
Urban Major cities with high population density
Suburban Moderately dens “suburban” areas surrounding
metropolitan area
● PRIZM organizes its 66
Second City Smaller, less densely populated cities or satellites to
major cities individual segments into social
Town & Rural Low-density towns and rural communities and lifestage groups.
● Four social groupings are
based on “urbaniticity.”
Geo-Lifestyle Analysis
(PRIZM®)
● PRIZM Social and
Lifestage Groups
Young Digerati
Blue Blood Estates
Big Fish, Small Pond
Geo-Lifestyle Analysis
(PRIZM®) Pools and Patios
Young & Rustic
Golden Ponds