A firm introduces electronic goods with new technology into the market. The firm 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 the VALS™ framework?
A) Makers
B) Survivors
C) Innovators
D) Thinkers

Question

Quizplus · Accepted Answer

According to the VALS™ framework, Innovators are the group of consumers who are most receptive to new ideas and technologies. They are also the first to adopt new products and services. Therefore, the firm should target Innovators to introduce its electronic goods in the market.

A Firm Introduces Electronic Goods with New Technology into the Market