Values
and Lifestyles
Psychographic Segmentation
Makers
Makers are practical
people who have constructive skills and value self-sufficiency. They live
within a traditional context of family, practical work, and physical
recreation and have little interest in what lies outside that context.
Makers experience the world by working on it--building a house, raising
children, fixing a car, or canning vegetables--and have enough skill,
income, and energy to carry out their projects successfully.
Makers are politically
conservative, suspicious of new ideas, respectful of government authority
and organized labor, but resentful of government intrusion on individual
rights. They are unimpressed by material possessions other than those with
a practical or functional purpose (such as tools, utility vehicles and
fishing equipment.)
Various Other Maker-Related
Products and Activities
These categories
represent a sample of some consumer activities that involve Makers
either markedly more (high index) or less (low index) than the
population at large.
Category
---------------------------------- |
Index
----- |
| Hunted 10+ Days in Past Year |
347 |
| Went Fresh Water Fishing 10+ Days |
279 |
| Target Shooting in Past Year |
255 |
| Own One Motorcycle |
205 |
| Woodworking in Past Year |
192 |
| Outboard Power Boat |
189 |
| Take Overnight Camping Trips |
187 |
| Own Full Size Pick-Up |
178 |
| Own Air Compressor |
165 |
| Have AM Radio Only in Pass. Car |
153 |
| Own Electric Hair Clipper |
149 |
| Own Wood Burning Stove/Heater |
149 |
| Have Stain Resistant Carpeting |
145 |
| Own 8-Cylinder Passenger Car |
136 |
| Own Charcoal Outdoor Grill |
133 |
| |
|
| Own Snow Blower |
74 |
| Currently Have Valid Passport |
68 |
| Bought Corduroy Pants in Past Year |
66 |
| Visited Gambling Casino in Past Year |
64 |
| Own Burglar Alarm/Security System |
61 |
| Own Electric Juicer |
54 |
| Purchased Cellular Phone in Past Year |
36 |
| |
|
| Source: VALS/Simmons |
|
Index numbers indicate the
relative purchase of products and services by each VALS group. For
example, an index of 100 means that the product is used by the segment on
an average with the rest of the U.S. adult population. An index of 120
indicates that the segment's purchase of a product is 20% higher than the
average of all segments. Indexes well under 100 indicate the group is
relatively uninvolved with the category. Indexes over 120 indicate that
the group is heavily involved with the product category.
When considering this information
in terms of yourself, remember that being heavily involved is relative to
others, not to an absolute measurement. Thus, high indexes do not
necessarily imply a high probability that the entry fits you. For example,
your VALS type might be 50% more likely to purchase a certain imported
beer in the past year than the average. But, if the average itself is
low--say only 5% of the population has bought this beer in the past
year--then you are still left with a low chance (7.5%) of having bought
this beer in the past year. So, although certain entries may pertain
exactly to you (maybe you're within that 7.5% that buys the beer), this
data is best considered an indicator of observed tendencies of your VALS
type. It's definitely not a checklist for predicting what exactly you will
buy or do. For
more information please contact vals@sri.com. |