Answer:
The false statement about VALS is: "Consumers are categorized into eight types."
Step-by-step explanation:
VALS (Values and Lifestyles) is a tool developed by Strategic Business Insights (SBI) to help businesses understand their customers' motivations and preferences. It categorizes consumers into three primary groups based on their primary motivation and resources. These groups are:
1. Innovators: Innovators are successful, sophisticated, and take-charge people with high self-esteem. They are innovative, risk-taking, and interested in new ideas and technology.
2. Thinkers: Thinkers are mature, satisfied, and reflective people who value order, knowledge, and responsibility. They are well-educated and informed and seek information before making decisions.
3. Achievers: Achievers are goal-oriented, conservative, and career-focused. They have a strong desire for achievement and advancement, and they value stability and predictability.
Each primary group is further divided into two subgroups. Therefore, consumers are categorized into six types in the VALS tool.
Hence, the given statement "Consumers are categorized into eight types" is false as the consumers are categorized into six types in VALS.