VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, the segment that focuses on meeting basic needs-such as food, clothing and shelter, safety and security-rather than fulfilling desires, refers to
A)Ideals.
B)Achievement.
C)Self-Expression.
D)Survivors.
E)Innovators.

Question

Quizplus · Accepted Answer

Survivors are the VALS segment that focuses on meeting basic needs such as food, clothing, and shelter, safety and security. They are typically older, lower-income consumers who value safety and security above all else. They are not driven by desires or aspirations, but rather by the need to meet their basic survival needs.

VALS Creates Profiles of People Based on Their Primary Motivation