Question 1

In the VALS system, consumers who are looking for products and services that demonstrate success to their peers or to a peer group they aspire to are called the

Accepted Answer

The VALS system defines consumers who seek products and services that demonstrate their success to their peers or to a peer group they aspire to as the "achievement-motivated group." This group values status, prestige, and power and wants to demonstrate these qualities to others. They are motivated by the desire to attain their goals and be successful.

Question 2

In the VALS system, consumers who favor established, prestige products and services and are interested in time-saving devices given their hectic schedules are called

Accepted Answer

Achievers are described as people who are motivated by goals and achievements, seeking out established, prestigious products and services that reflect their success. They are also focused on time management and efficiency, making time-saving devices appealing to them. This description matches the consumer preferences in the question.

Question 3

In the VALS system, consumers who are young, enthusiastic, and impulsive consumers who become excited about new possibilities but are equally quick to cool are called

Accepted Answer

These characteristics describe the "Experiencers" segment in the VALS system. Experiencers are young and always seeking new experiences, but their enthusiasm can quickly fade. They are trend followers who want to be seen as stylish and modern.

Question 4

You are a computer manufacturer and will introduce a new high-quality home entertainment system during the next six months.In the past you have had success using lifestyle analysis, particularly the VALS program, to help you profile your customers.Which of the following VALS type profiles would be the most logical target market for your new product?

Accepted Answer

Innovators are the group that is most likely to be receptive to new technology and to seek out new experiences. As a result, they represent the most likely target market for a new high-quality home entertainment system. Survivors and Believers tend to be more traditional and conservative in their purchasing habits, while Makers and Achievers may not prioritize home entertainment as highly as other aspects of their lives.

Question 5

In the VALS system, __________ groups are consumers motivated by physical activity, variety, and risk.

Accepted Answer

In the VALS system, self-expression-motivated groups are characterized by their desire for physical activity, variety, and risk.

Question 6

In the VALS system, consumers who enjoy the new, the offbeat, and the risky find outlet in exercise, sports, outdoor recreation, and social activities.This group of consumers is referred to as __________.

Accepted Answer

The description provided is a clear match for the VALS system's category of "experiencers," who seek excitement and are willing to take risks in social and recreational activities. None of the other options match this description as closely.

Question 7

Dutch tulip growers have developed pre-sprouted bulbs, which will bloom in consumers' gardens just a few weeks after spring planting so people who didn't or couldn't plant bulbs in the fall will have spring flowers.Nurseries plan to promote the pre-sprouted tulips to people who appreciate "finer things" and will pay the premium price.Which of the following VALS segments would be most suitable for this product?

Accepted Answer

Innovators are likely to appreciate and afford premium products, aligning with the target market for pre-sprouted tulips.

Question 8

In the VALS system, consumers who are motivated by __________ desire social or physical activity, variety, and risk.

Accepted Answer

In the VALS system, consumers motivated by self-expression seek social or physical activity, variety, and risk.

Question 9

In the VALS system, consumers who are practical people who have constructive skills, value self-sufficiency, and are unimpressed by material possessions except those with a practical or functional purpose are referred to as __________.

Accepted Answer

According to the VALS system, consumers who have practical skills and value self-sufficiency are categorized as Makers. Actualizers are goal-oriented consumers who have achieved a high level of success in their lives. Thinkers are reflective individuals who are motivated by a desire for knowledge and understanding. Achievers are driven by the desire for achievement and status. Innovators are motivated by change and excitement, and are often early adopters of new products and technologies. None of these categories fit the description of consumers who value practicality and self-sufficiency, except for Makers.

Question 10

In the VALS system, consumers who have a busy, goal-directed lifestyle and a deep commitment to career and family are called

Accepted Answer

The group of consumers described in the question, i.e. those with a busy, goal-directed lifestyle and a commitment to career and family, are typically categorized as "achievers" in the VALS system. Achievers are characterized by a focus on career success and social status, and tend to prefer established products and brands that are seen as reliable and high-quality.

Question 11

In the VALS system, consumers who are motivated by __________ look for products and services that demonstrate success to their peers or to a peer group they aspire to.

Accepted Answer

The VALS system categorizes consumers into eight segments, one of which is the "Achievers" segment. These consumers are motivated by achieving success and look for products and services that demonstrate that success to their peers or to a peer group they aspire to. Therefore, the correct choice is B) achievement.

Question 12

In the VALS system, consumers who place importance on image - not as evidence of power or status, but as an expression of cultivated tastes, independence, and character are referred to as __________.

Accepted Answer

According to VALS system, consumers who place importance on image as an expression of cultivated tastes, independence, and character are referred to as Innovators. Innovators are motivated by self-expression, and their purchases often reflect a desire for unique, upscale, and avant-garde products and services. They are open to change and ready to embrace new ideas and technologies.

Question 13

In the VALS system, two segments stand apart.This consumer group are called the __________ group.

Accepted Answer

The high-and low-resource motivated group stands apart in the VALS system. This group is defined by their lack of financial and social resources and their focus on meeting basic needs and fulfilling immediate wants. They are subdivided into two segments: Survivors (low-resource) and Strugglers (high-resource).

Question 14

In the VALS system, consumers who have lower levels of education and household income, and who favor stylish products and are as impulsive as their financial circumstances permit them to be are referred to as __________.

Accepted Answer

The VALS system categorizes consumers into various segments based on their motivations and resources, and one such segment is 'strivers.' These consumers have lower levels of education and income but aspire to achieve a higher social status. They are impulsive and seek trendsetting products and services. Therefore, option C is the correct answer. The other options - thinkers, believers, innovators, and experiencers - refer to different consumer segments with distinct characteristics and motivations.

Question 15

In the VALS system, consumers who are defined as trendy, fun-loving, and less self-confident than achievers are called __________.They also have lower levels of education and household income.

Accepted Answer

Strivers are consumers who are defined as trend followers and enjoy spending money on status symbols, but have lower levels of education and income than achievers. They also have a tendency to be less self-confident, which fits with the description given in the question. Believers are consumer groups who tend to be conservative and have traditional values, while innovators and thinkers are consumers who are more independent and have higher education and income levels. Achievers are consumers who are goal-oriented, materialistic, and have high levels of education and income, which does not fit with the description given in the question. Therefore, the best choice is A) strivers.

Question 16

In the VALS system, consumers who are successful, sophisticated, take-charge people with high self-esteem and abundant resources of all kinds are referred to as __________.

Accepted Answer

In the VALS system, "innovators" are described as successful, sophisticated, take-charge people with high self-esteem and abundant resources.

Question 17

According to the VALS profile, consumers who have fewer resources, express themselves and experience the world by working on it are referred to as __________.

Accepted Answer

Consumers who have fewer resources and experience the world by working on it are referred to as "makers" in the VALS profile. They are practical and self-sufficient individuals who prefer hands-on experiences and seek out products that enable them to achieve their goals independently.

Question 18

In the VALS system, __________ spend much of their income on fashion items, entertainment, and socializing and particularly on looking good and having the latest things.

Accepted Answer

In the VALS system, people who are self-expression-motivated are described as spending their income on fashion items, entertainment, and socializing, with a particular focus on looking good and having the latest things. They seek to differentiate themselves from others through their style and consumption choices.

Question 19

Two VALS segments stand apart; one represents the group with the highest resources and innovation and the other represents the lowest resources and innovation.These two groups are the __________ and the __________.

Accepted Answer

The VALS segments with the highest resources and innovation are the innovators, and the segments with the lowest resources and innovation are the survivors. Therefore, the correct answer is D, innovators and survivors.

Question 20

According to the VALS profile, consumers who are successful, sophisticated, take-charge people with high self-esteem and abundant resources are referred to as __________.

Accepted Answer

Innovators are described as successful, sophisticated, take-charge people with high self-esteem and abundant resources in the VALS framework.

Quiz 5: Understanding Consumer Behavior