Posted: September 16th, 2017
familiarize you with various VALS lifestyle profiles
Lifestyle Segmentation
Objective: This assignment is to familiarize you with various VALS lifestyle profiles, including your profile, which is a powerful psychographic segmentation tool, and demonstrate the relationship of segment profiles to product/service and communication strategy.
Go to the web site of the Stanford Research Institute (SRI): http://www.strategicbusinessinsights.com/vals/
Read the description of various lifestyle profiles.
Click on Vals Survey on the main page and then “Take the survey” link. Complete the survey (Note: For income question, select an anticipated figure after graduation.)
Examine your primary and secondary lifestyle profiles in detail, and copy and paste them onto your write-up page.
Requirements: Prepare 1 page (single-spaced, 12 pts font size) write-up by (1) choosing a specific product category such as hotels (budget, upscale, or luxury, hotel casino, etc), or restaurant (casual, family, or theme, etc) and (2) discussing what type of products/services and benefits the hospitality companies in the category of your choice should offer to appeal to your profile. Also include a brief discussion of type of messages/slogans you would use in your promotion strategy to target your profile more effectively. Please note that the 1-page length requirement excludes the descriptions of your primary and secondary profiles.
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