Indie Frost is a website that sells snowboarding gear. A common strategy the website employs is to offer a high discount on one of its products for a short period. The website has found this strategy to have a high success rate since consumers tend to buy the product impulsively due to its low cost. The nature of the website and its marketing strategy suggests that Indie Frost targets the _____ of the VALS™ framework.
A) Thinkers
B) Experiencers
C) Survivors
D) Believers

Question

Quizplus · Accepted Answer

The VALS™ framework segments consumers into different groups based on their values, attitudes, and lifestyles. Experiencers are one of these groups, characterized by their desire for social and physical activity, variety, and risk-taking. They are also impulsive buyers, making them a good fit for Indie Frost's marketing strategy of offering high discounts for a limited time. Thus, B is the best choice. Thinkers value innovation and reflection, and are unlikely to be swayed by low prices alone. Survivors are concerned with meeting their basic needs and are more price-sensitive but may not be interested in snowboarding gear. Believers, on the other hand, are traditional and conservative consumers who are value-oriented and may not prioritize snowboarding gear in their lives.

Indie Frost Is a Website That Sells Snowboarding Gear