Values and Lifestyles
Psychographic Segmentation
Achievers
Achievers are successful
career and work-oriented people who like to, and generally do, feel in control
of their lives. They value consensus, predictability, and stability over risk,
intimacy and self-discovery. They are deeply committed to work and family. Work
provides them with a sense of duty, material rewards, and prestige. Their social
lives reflect this focus and are structured around family, church, and career.
Achievers live conventional lives,
are politically conservative, and respect authority and the status quo. Image is
important to them; they favor established, prestige products and services that
demonstrate success to their peers.
Various Other Achiever-Related
Products and Activities
These categories represent a sample of
some consumer activities that involve Achievers either markedly more (high index)
or less (low index) than the population at large.
Category
---------------------------------- |
Index
----- |
| Swimming Pool/In Ground |
192 |
| Own Snow Blower |
184 |
| Bought Outdoor Lighting Fixtures |
176 |
| Own Water Purifier |
168 |
| Own Room Dehumidifier |
165 |
| Have Wood Burning Fireplace Insert |
160 |
| Have Sun/Moon Roof in Car |
156 |
| Own Video Camera |
156 |
| Own Electric Screwdriver |
156 |
| Membership in PTA |
143 |
| Have Self-Cleaning Oven |
143 |
| Own Piano |
138 |
| |
|
| Belong to a Book Club |
68 |
| Own Instant-Developing Still Camera |
65 |
| Drink Port, Sherry, and Dessert Wines |
61 |
| Used Liquid Laxatives Past Six Months |
59 |
| Attended Classical Concert Past Year |
55 |
| |
|
| 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.
|