Consumer Advertising & VALS

A detailed Summary of Consumer Advertising & VALS


The use of advertising by companies today is an integral part to the relationship between businesses and consumers. Companies that know why their customers act the way they do can gear their advertising accordingly and thus gain a competitive edge. A popular technique businesses use to conduct research on customers is through the Values and Lifestyles (VALS) system. VALS categorizes U.S. adult consumers into mutually exclusive groups based on their psychology and several key demographics. VALS is said to be unique because it "highlights factors that motivate consumer buying behavior," according to the Business Intelligence Center. Unlike other segmentation systems that are bas



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Approximate Word count = 460
Approximate Pages = 2 (250 words per page double spaced)

Category: Technology

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