Two useful slides from

AMIMC 2023 session 8 (and

one problematic one)
Arundhati Bhattacharyya IIM Udaipur 2023
Segmenting by Psychographics - VALS2

Two Major Dimensions:

• Primary Motivation: The concept of

primary motivation explains
consumer attitudes (it anticipates
behavior).

• Resources: A person's tendency to

consume goods and services extends
beyond age, income, and education.

Arundhati Bhattacharyya IIM Udaipur

 Developing Profiles

• Who are they?

• What do they want and why?
• When do they buy and use it?
• Where do they buy and use it?
• How do they buy and use it?
• Segment Size?

Arundhati Bhattacharyya IIM Udaipur

The FCB (Foote Cone and Belding) Grid (Problematic
for me, for the reason that I told in the class)