Which of the following statements about VALS is true?
A) VALS is now a system that represents different consumer groups based upon enduring personality traits.
B) Consumers are placed into one of 65 VALS segments based on their level of income according to IRS reports.
C) VALS now stands for Values, Analysis, Lifestyles & Segmentation
D) Though it would be useful, there is no way of linking client firms' product/service usage to specific VALS groups.
E) Though it would be useful, knowledge of which VALS group(s) are linked to a firm's target market cannot be attained.

Question

Quizplus · Accepted Answer

VALS is a system developed by SRI International to identify different consumer groups based on their enduring personality traits and motivations. The system focuses on psychographic characteristics rather than demographics such as income. The acronym VALS stands for Values and Lifestyles Survey. While it may not be possible to link product/service usage to specific VALS groups, the system is still useful for understanding consumer behavior and developing targeted marketing strategies.

Which of the Following Statements About VALS Is True