ValueAttitudeLifestyleType

Entity Definition

Logical Name : ValueAttitudeLifestyleType
Physical Name : LU_VL_ATTD_LFSTL

Values Attitude Lifestyles (VALS) is actually a proprietary term of SRI international. The term was developed by Social scientist and futurist Arnold mitchell. Arnold mitchell actually developed the vals framework to determine different classes of people who had varying values, attitudes and lifestyle. These people were determined by the resources they had at their disposal as well as the amount of primary innovation they could accept or create. Thus the people with low resources were low on innovation and the ones with higher resources were higher in innovation. This entity is OPTIONAL. It is included as part of the ARTS Data Model because it is a compact, widely used method for psychographic segmentation of customers. VALS types include: INNOVATORS � The class of consumer at the top of the vals framework. They are characterized by High income and high resource individuals for whom independence is very important. They have their own individual taste in things and are motivated in achieving the finer things in life. THINKERS � A well educated professional is an excellent example of Thinkers in the vals framework. These are the people who have high resources and are motivated by their knowledge. These are the rational decision making consumers and are well informed about their surroundings. These consumers are likely to accept any social change because of their knowledge level. BELIEVERS � The subtle difference between thinkers and believers is that thinkers make their own decisions whereas believers are more social in nature and hence also believe other consumers. They are characterized by lower resources and are less likely to accept innovation on their own. They are the best class of word of mouth consumers. ACHIEVERS � The achievers are mainly motivated by � guess what � Achievements. These individuals want to excel at their job as well in their family. Thus they are more likely to purchase a brand which has shown its success over time. The achievers are said to be high resource consumers but at the same time, if any brand is rising, they are more likely to adopt that brand faster. STRIVERS � Low resource consumer group which wants to reach some achievement are known as strivers. These customers do not have the resources to be an achiever. But as they have values similar to an achiever, they fall under the striver category. If a striver can gain the necessary resources such as a high income or social status then he can move on to becoming an achiever. EXPERIENCERS � The group of consumers who have high resources but also need a mode of self expression are known as Experiencers. Mostly characterized by young adults, it consists of people who want to experience being different. This class of consumers is filled up with early adopters who spend heavily on food, clothing and other youthful products and services. MAKERS � These are consumers who also want self expression but they are limited by the number of resources they have. Thus they would be more focused towards building a better family rather than going out and actually spending higher amount of money. Making themselves into better individuals and families becomes a form of self expression for the Makers. SURIVORS � The class of consumers in the Vals framework with the least resources and therefore the least likely to adopt any innovation. As they are not likely to change their course of action regularly, they form into brand loyal customers. An example can include old age pension earners living alone for whom the basic necessities are important and they are least likely to concentrate on anything else. Thus the vals framework can be used primarily to classify consumers based on their values, attitudes and lifestyle. Once the classification has been done, you know which types of customers you want to target.

Data Definition

Attribute Description Physical Name Domain Data Type Foreign Key Table
ValueAttitudeLifestyleTypeCode (PK) Code used to characterize a consuer/customer value-attitude-lifestyle. Sample VALS values include: INNOVATORS � The class of consumer at the top of the vals framework. They are characterized by High income and high resource individuals for whom independence is very important. They have their own individual taste in things and are motivated in achieving the finer things in life. THINKERS � A well educated professional is an excellent example of Thinkers in the vals framework. These are the people who have high resources and are motivated by their knowledge. These are the rational decision making consumers and are well informed about their surroundings. These consumers are likely to accept any social change because of their knowledge level. BELIEVERS � The subtle difference between thinkers and believers is that thinkers make their own decisions whereas believers are more social in nature and hence also believe other consumers. They are characterized by lower resources and are less likely to accept innovation on their own. They are the best class of word of mouth consumers. ACHIEVERS � The achievers are mainly motivated by � guess what � Achievements. These individuals want to excel at their job as well in their family. Thus they are more likely to purchase a brand which has shown its success over time. The achievers are said to be high resource consumers but at the same time, if any brand is rising, they are more likely to adopt that brand faster. STRIVERS � Low resource consumer group which wants to reach some achievement are known as strivers. These customers do not have the resources to be an achiever. But as they have values similar to an achiever, they fall under the striver category. If a striver can gain the necessary resources such as a high income or social status then he can move on to becoming an achiever. EXPERIENCERS � The group of consumers who have high resources but also need a mode of self expression are known as Experiencers. Mostly characterized by young adults, it consists of people who want to experience being different. This class of consumers is filled up with early adopters who spend heavily on food, clothing and other youthful products and services. MAKERS � These are consumers who also want self expression but they are limited by the number of resources they have. Thus they would be more focused towards building a better family rather than going out and actually spending higher amount of money. Making themselves into better individuals and families becomes a form of self expression for the Makers. SURIVORS � The class of consumers in the Vals framework with the least resources and therefore the least likely to adopt any innovation. As they are not likely to change their course of action regularly, they form into brand loyal customers. An example can include old age pension earners living alone for whom the basic necessities are important and they are least likely to concentrate on anything else. CD_VL_ATTD_LFSTL Code varchar(20)
ValueAttitudeLifestyleTypeDescription Short description of a ValueAttitudeLifestyleType. DE_VL_ATTD_LFSTL DescriptionShort varchar(255)

Relationships

Parent Entity Verb Phrase Child Entity
ValueAttitudeLifestyleType defines Person
ValueAttitudeLifestyleType characterizes CompositePsychographicSegment

Logical Views containing ValueAttitudeLifestyleType

Logical View
Logical 07030 - Customer Segment Independent Characteristics