Psychographic Segmentation Aspect Study Assignment
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Psychographic Segmentation Aspect Study Assignment
Part 2
Part two deals with the psychographic segmentation aspect. According to our text, this is the science of using psychology and demographics to better understand consumers. In psychographic segmentation, buyers are divided into groups on the basis of psychological/personality traits, lifestyle, or values. People within the same demographic group can exhibit very different psychographic profiles (Kolter & Keller, 2016, p. 246).
Report on your primary and secondary VALS segment profile (provide the description, not just the segment name).
Primary: Achievers.
As a consumer group, Achievers have high resources and an Achievement motivation.
Members of this group typically:
- Have a “me first, my family first” attitude *
- Believe money is the source of authority **
- Are committed to family and job *
- Are fully scheduled *
- Are goal oriented *
- Are hardworking *
- Are moderate
- Act as anchors of the status quo
- Are peer conscious *
- Are private
- Are professional *
- Value technology that provides a productivity boost. **
Secondary: Innovators
As a consumer group, Innovators exhibit all three primary motivations in varying degrees.
- Are always taking in information (antennas up) **
- Are confident enough to experiment *
- Make the highest number of financial transactions **
- Are skeptical about advertising **
- Have international exposure *
- Are future oriented *
- Are self-directed consumers
- Believe science and R&D are credible
- Are most receptive to new ideas and technologies *
- Enjoy the challenge of problem solving
- Have the widest variety of interests and activities. **
Do you think the results of the survey accurately describe you? Why or why not?
I think I have a nice blend of attributes from both the primary and secondary VALS segment profiles. I placed asterisk next to the ones I think accurately describe me. One * for those that somewhat relate and two ** for those that very much relate.
From a practical standpoint, how might a company use VALS?
I can see a company utilize this survey if they want to target a specific type of person. Especially those who fall into the high resources/high innovation category as they are more inclined to spend in my opinion. For example, I fell into the achievers category and according to our text, those motivated by achievement look for
products and services that demonstrate success to their peers (Kolter & Keller, 2016, p. 258). I can somewhat see that in regards to our spending habits and want for a nice house and nice things. In my opinion though, I think the Claritas geographic segmentation tool is a better fit for a company looking to see if it fits in a
specific area as this tool doesn’t really capture actual consumer behavior. Was still cool to see where I fit though.
Reference
Kotler, P. & Keller, K. (2016). Marketing Management 15th edition. Pearson. [Upper Saddle River, NJ] 2-121.
Psychographic Segmentation Aspect Study Assignment
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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