Question

What kind of products do achievers typically prefer according to the VALS segmentation of consumers?

-premium products that demonstrate success to their peers
-durable, valuable, and functional products
-products they are familiar with
-stylish products that emulate the purchase of wealthy people

Answer 1

Achievers in the VALS consumer segmentation model prefer premium products that can symbolize their success and elevate their social standing through conspicuous consumption.

Step-by-step explanation:

Achievers, according to the VALS segmentation of consumers, typically prefer premium products that demonstrate success to their peers. These individuals often seek out items that symbolize their social status and success. This is seen in the world of conspicuous consumption, where people purchase products not only for their functionality but also for the social statement they make. For example, driving a luxury car or carrying a high-end eco-friendly water bottle can communicate wealth and environmental consciousness, respectively. Achievers who have experienced continual upgrades throughout their life have developed short goal-achievement cycles and aspire for rewards that are within their reach, thus their preference for high-value items.