The VALS system seeks to explain why and how consumers make purchase decisions. Consumers motivated by ideals are guided by knowledge and principle. Explain the difference between Thinkers and Believers.
What will be an ideal response?
Thinkers and Believers are the two groups within the ideals-motivated group, where consumers are motivated by ideals that are guided by knowledge and principle. Thinkers are mature, reflective, and well-educated people who value order, knowledge, and responsibility. They are practical consumers and deliberate information-seekers who value durability and functionality in products over styling and newness. Believers, with fewer resources, are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation. They choose familiar products and brands, favor American-made products, and are generally brand loyal. See the VALS chart in the textbook.
You might also like to view...
Pricing decisions of specialty stores are typically based on low markups on a high volume of products
Indicate whether the statement is true or false
A company's process of creating value occurs ________ the selling process
A) before B) after C) during D) only before and during E) before, during, and after
Briefly discuss the power of Occupational Safety and Health Administration (OSHA) with respect to citations and penalties.
What will be an ideal response?
Brewster, the chief executive officer of Cog & Gear Lubricants Corporation, wants to en¬sure that Cog & Gear's activities are legal and ethical. The best course for Brewster and Cog & Gear is to act
a. in good faith. b. out of ignorance of the law. c. with regard for the firm's shareholders only. d. in their own self-interest.