By: Tharun Thomas SMBA12035

Consumer Behaviour Assignment 1 VALS Model

Introduction:
Social scientist and futurist, Arnold Mitchell developed a framework to understand the different classes of people with variations in attributes like Values, Attitudes and Lifestyle. Arnold determined these factors by the resources which were at the disposals of the individual and the amount of primary innovation they could either create or accept. VALS is known as a methodology to perform psychographic segmentation. These factors are used to understand the inert feelings of an consumer. Using this information we could develop promotions and marketing plans to attract consumers. VALS is different for different people as they could have varying readings on the values, attitudes and attitudes. For example, if we look at an individual who has a high income would prefer luxury cars and branded clothes while a person with low income would go for small restaurants and brands wont really be an important factor for his decision making. We would be able to understand the consumers behaviour if we understand his place in the VALS model.

VALS Framework:
As VALS is different for different people, we have the VALS framework which is shown below:

(Ref: SBI International)

The VALS frmaework has two axises, the X axis which talks about the primary motivation which is the main reason which drives the individual (could be acheivment, knowledge etc) while the Y axis is resources which could be education, income and so on. By looking at the resources and the capacity of motivation of 1500 individuals, Arnold Mitchell came up with 9 different classes of consumers which were: Innovators: These are individuals who scored high in resources and income. They love their indepence so we could see that they have their own taste and are motivated by the finer things in life. Thinkers: These are individuals who have high resources and knowledge is considered as their motivation. They are usually highly educated individuals who make rational decision and are well informed. Believers: These are individuals who have scored slightly lower in innovation and they really dont make decisions themselves, they are more social in nature so we could also call them word of mouth consumers. Acheivers: The main reason for motivation in this case is achievement while they have high resources. These individuals want to excel in life and work; they would go for brands which have attained success in the course of time. They have a high possibility to shift to brands which are rising. Strivers: Strivers are individuals who like a certain level of acheivment, they cannot strive for more as they dont have sufficient resources. They have similar attributes as acheiver and would turn into acheiver if the resources are made available.

 Experiencers: These are usually young individuals who have high resources at their disposal but need self-expression. These are generally early adopters who have want to experience something different in terms of products and services. Makers: These individuals are more like experiencers but they have fewer resources available to them. For Makers family is the most important thing and they strive to make themselves and the family better, for them this is self-expression. Survivours: These are the class of consumers who have the least resources and are least motivated. They could be seen as people who wont appreciate innovation so they are highly likely to be loyal customers as they wont change.

By: Tharun Thomas SMBA12035

Consumer Behaviour Assignment 2: Murray's list of Psychogenic Needs

Need Defination Example

Ambition Achievement Exhibition Recognition Materialistic Acquisition Retention Order Construction Power Abasement Aggression Autonomy Blame Avoidance Contrariance Deference Dominance Harm avoidance Infavoidance Status Defence Counteraction Defendance Infavoidance

Affection Affiliation Nurturance Play Rejection Sex Succourance Information Cognizance Exposition