|Foreign Key Table
|Token ID for a composite psychographic customer segment.
|A retailer assigned value that assigns a personality named pattern of behavior to a Person. This plays a role in segmentation Sample Values: COMPULSIVE AUTHORITARIAN GREGARIOUS AMBITIOUS INTROVERTED IMPULSIVE
|Retailer assigned code that assigns a Person to a named lifestyle pattern. This is used for segmentation purposes. Samples include: LONGHAIRS MODERN CORPORATE_SUBURBAN URBAN_PROFESSIONAL FASHIONERS RELIGIOUS_STYLE WORKAHOLIC OUTDOORS_NATURE This is an important varible and retailers should choose values that are relevant to the products/services they sell and to the customers they serve.
|A retailer assigned value that assigns a named pattern of personal values to a Person. This plays a role in segmentation. Sample values include: FAMILY_ORIENTED MATERIALISTIC SPIRITUALISTIC IDEALISTIC CAREERIST FUN_LOVING
|General short business description of the PsychographicSegment.
|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.