Dawson & Peters' new line of leather boots is marketed as the hottest fashion trend of the season.The company puts up posters on billboards that features several celebrities wearing the boots.The concept of the television ads is how wearing the boots could make you the envy of all those around you.According to the VALS™ framework,which of the following psychographic groups is Dawson & Peters targeting?

Question

Quizplus · Accepted Answer

Dawson & Peters' marketing strategy of promoting their leather boots as the hottest fashion trend and making the wearer the envy of people around them suggests that they are targeting the psychographic group of Strivers. Strivers value status and achievement and are motivated by achieving success in their careers and lives. They are willing to spend money on products that they believe will bring them social recognition and a sense of accomplishment. The use of celebrity endorsements also suggests that the target audience is likely to be influenced by social proof and the opinions of people they admire.

Dawson & Peters' New Line of Leather Boots Is Marketed