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

Question

Quizplus · Accepted Answer

Survivors are the consumers in the VALS framework with the fewest resources and are often financially constrained. They represent a small market for most products and services, and are loyal to favorite brands, especially if they can be purchased at a discount.

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