UGC NET COMMERCE November 2017(Paper-II) Q27
- A
The consumers who are primarily motivated by ideals are guided by knowledge and principles.
- B
The consumers who are motivated by achievement look for knowledge and principles.
- C
The consumers who are motivated by self expression don’t desire social or physical activity, variety, and risk.
- D
The consumers who are motivated by achievement desire social or physical activity, variety, and risk.
- Option : A
- Explanation : In the United States, lifestyle research has
been dominated since 1978 by the VALS
system, originally developed by SRI
International and now owned and operated by
SRI Consulting Business Intelligence (SRIBI).
In 1989 VALS was revised to maximize
its ability to predict consumer behaviour. The
original system grouped consumers based on
their attitudes toward social values such as
military spending and abortion rights. Research
conducted by SRI, Stanford University, and
the University of California, Berkeley, found
that psychological characteristics with several
key demographics were better predictors of
consumer behaviour than social values were.
The new VALS system, called VALS 2 for a
short time but now known again as VALS, has
psychology at its core and is therefore known
as a psychographic segmentation system.
VALS systems for Japan and the United
Kingdom have also been developed using the
same methodology. The U.S. VALS system
places U.S. adult consumers into one of eight
segments. The two main dimensions of the
framework are primary motivation (the
horizontal dimension) and resources (the
vertical dimension).
The SRI premise is that consumers are inspired by one of three primary motivations: ideals, achievements, and self-expression. Consumers who are primarily motivated by ideals are guided by knowledge and principles. Consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers. Consumers who are primarily motivated by self-expression desire social or physical activity, variety and risk.
