In the VALS framework, consumers with the least resources of any segment represent a modest market for most products and services. They are loyal to favorite brands, especially if they can be purchased at a discount, and are referred to as
A)Strivers.
B)Believers.
C)Survivors.
D)Makers.
E)Thinkers.

Question

Quizplus · Accepted Answer

Survivors are the segment with the least resources in the VALS framework. They are primarily concerned with meeting their basic needs and do not have much discretionary income. Therefore, they represent a modest market for most products and services. Survivors are loyal to favorite brands, especially if they can be purchased at a discount, which suggests that they are price-sensitive in their purchasing behavior.

In the VALS Framework, Consumers with the Least Resources of Any