Culture has five basic characteristics: It is learned, shared, based on symbols, integrated, and dynamic. All cultures share these basic features. Culture is learned.

Thus the two main elements of attitude are this tendency or predisposition and the direction of this predisposition. It has been defined as a mental state of readiness, organized through experience, which exerts a directive or dynamic influence on the responses. These can also be explicit and implicit.

is an individualistic process; one sees the Cadillac as a mark of achievement, another sees it as a ostentatious. Worrying about the expense of a purchase, the possibility that will harm u in some way, or that u friends will make fun of it are all examples of perceived ….

What two variables does the VALS system categorize buyers? Their primary motivation for buying and having products and their resources. A consumer’s subjective perception of how a product or brand performs on different attributes, affect attitude formation.

VALS Consumer Types

• Innovators are successful, sophisticated, take-charge people with high self-esteem.
• Thinkers are motivated by ideals.
• Survivors live narrowly focused lives.
• Believers are motivated by ideals.
• Achievers are motivated by the desire for achievement.
• Strivers are trendy and fun loving.

VALS (“Values and Lifestyles”) is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them.

Consumers are constrained in their full expression of self through behavior and purchase. So VALS also measures a person’s ability to express himself or herself in the marketplace. VALS™ identifies the psychological motivations that predict consumer differences.

Your primary VALS type means that you are most like the Thinkers consumer group. Your secondary type—the group you are next most like—is Innovators. When you know the VALS types of your customers (or stakeholders), respect them by addressing them in a manner that speaks to them.

Your primary VALS type means that you are most like the Experiencers consumer group. Your secondary type—the group you are next most like—is Innovators.

The acronym VALS, (for “Values, Attitudes and Lifestyles”) is a psychographic segmentation. The main dimensions of the segmentation framework are primary motivation (the horizontal dimension) and resources (the vertical dimension). The VALS approach is derived from a theoratical base in Maslow’s work (1954).

VALS is a marketing tool used to predict consumer behavior based on their philosophical beliefs, mechanical and intellectual curiosity, among other things. VALS stands for ‘Values and Lifestyles and is a series of questions to help define target audiences.

Innovators – The class of consumer at the top of the vals framework. They are characterized by High income and high resource individuals for whom independence is very important.

What factor is used to classify respondents in the VALS program? Match the psychographic labels (in the left column) to their appropriate descriptions (in the right column). attitudes- Evaluative statements about other places, ideas, people, products.

VALS may be effectively utilized for creating product brands. The developmental phase is where they are the most useful. For example, cars and technological manufacturers have had prosperity from using VALS.

3.2 The factors which influence consumer behaviour

• Psychological (motivation, perception, learning, beliefs and attitudes)
• Personal (age and life-cycle stage, occupation, economic circumstances, lifestyle, personality and self concept)
• Social (reference groups, family, roles and status)

The personality of individuals is a unique dynamic organisation of the characteristics of a particular person, physical and psychological, which influence behaviour and responses to the social and physical environment. It gives the impression that consumer buying is always influenced by their personality.

It is a study of the actions of the consumers that drive them to buy and use certain products. Study of consumer buying behavior is most important for marketers as they can understand the expectation of the consumers. It helps to understand what makes a consumer to buy a product.

Knowing the main participants and their roles helps the marketer fine-tune the marketing program.

Buyers are responsible for sourcing, developing and introducing product ranges that suit their stores and customer base. A buyer might focus on one area or brand within a retailer, such as cosmetics, confectionery or footwear, or they might look after a whole store or even a whole chain.

There are four type of consumer buying behavior:

• Complex buying behavior.
• Dissonance-reducing buying behavior.
• Habitual buying behavior.
• Variety seeking behavior.