Marketing Question
Marketing Management Assignment 5 Part 1: The VALS survey is a tool that enables marketers to assess different shopper types. VALS stands for Values and Lifestyles. The original VALS survey was developed in the 1970s to understand consumer behavior with personality traits, attitudes, opinions, and values. A redesigned version of the survey provides results that classify a person into one of eight different segments. The segments are organized with two dimensions: 1) primary motivation and 2) resources. The primary motivation reflects the person’s goal for consuming, while the resources dimension captures the person’s perceived ability to attain the goal. 1. Go to www.strategicbusinessinsights.com/vals/ and take the VALS survey. What type of person are you? Describe your VALS type in detail. Do you agree with your VALS classification? Please explain your position. 2. Do you think that knowing your VALS type would help a marketer better develop a product offering that would be more appealing to you? Why or why not? Part 2: As you might expect, a person’s culture significantly impacts their product perceptions and purchasing behaviors. To better understand the cultural differences among various countries and their impact on consumer preferences, please complete the following: Go to https://www.hofstede-insights.com/product/compare-countries/ and choose the United States as well as three other countries. The choice of these countries is entirely up to you. 1. For each country, please read the description (click on the “Read More About Chosen Countries” button) and then write a brief summary, in your own words, of each country’s ratings for each of the six cultural dimensions. In other words, create a brief profile that describes the typical person in each of your three countries. 2. Select a product with which you are familiar. Explain at least one way this product or the promotion of this product should be altered to better fit the cultural dimensions for each of your three countries. **Note: This assignment only requires the public information on this website. You should not have to pay anything to access this information.
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