A firm introduces a new television set with the latest plasma display technology.It decides to target consumers who are most receptive to new ideas and technologies.Which of the following groups of consumers should the firm target according to the VALS™ framework?
A)Makers
B)Survivors
C)Innovators
D)Thinkers

Question

Quizplus · Accepted Answer

Innovators are the group of consumers who are most receptive to new ideas and technologies. They are early adopters who seek out new products and experiences, and are often seen as opinion leaders. Therefore, the firm introducing the new television set with the latest plasma display technology should target the Innovators group according to the VALS™ framework.

A Firm Introduces a New Television Set with the Latest