You must be aware that segmentation is the most crucial step for launching or marketing any product. As a budding professional in the marketing domain, let us focus on how US VAL's framework can be implemented for segmentation in this section.
Segmentation is the first step in the process of marketing. Segmentation helps you understand and communicate with the individuals who are most likely to buy any particular product or service. Several frameworks can be used for carrying out the segmentation of any product. One such framework is U.S. VAL's framework.
In this section, I will cover what is the US VALs Framework, what is the VAL's classification of U.S. adults and what are the three primary motivations identified in the VALS framework.
What is the U.S. VAL'S framework?
The US VAL's Framework would help you split the addressable markets into different groups according to the psychometric behaviour of customers. This framework explains how each customer would behave differently in terms of Values, Attitudes, and Lifestyles, often termed together as VAL.
The US VAL's framework says that every person behaves differently based on primary motivation and resources. For example, if you consider an individual with a high-income level, you might observe that the person prefers to buy apparel from premium brands like Dior or Versace. At the same time, if you consider a person with a middle-income level, you will find they would prefer apparel from Allen Solly or Peter England.
Similarly, depending on the primary motivation, if you took an example of the buying behaviour of a hiker vs a normal person for V.I.P., you will observe that given the same amount of money, the hiker will invest in backpacks and rucksacks. In contrast, the normal person will prefer to buy soft/hard luggage trolleys.
As you have understood how individuals behave differently in a situation, let us now understand in detail the primary factors considered for each of these parameters: primary motivations and resources.
What are the three primary motivations identified in the U.S. VAL'S framework?
The primary motivations idea in the VAL's framework explains consumer attitudes and will help you predict consumer behaviour. Ideals, achievement, and self-expression are the three fundamental motives that have been identified under this framework.
- Knowledge and principles guide consumers who are primarily motivated by ideals.
- Consumers who are driven primarily by accomplishment seek out items and services that represent success to their peers.
- Consumers primarily motivated by self-expression seek out social or physical activities and diversity and risk.
What are the resources identified in the U.S. VAL'S framework?
The V.A.L. Framework explains that every person would express his or her motivation depending on the availability and constraints to resources. The buying behaviour of any person is not only limited to the availability of money or infrastructure. The resources that might affect the buying behaviour might also include energy, self-assurance, intellect, curiosity, ingenuity, and leadership.
What is the U.S. VAL'S classification of adults?
As a budding professional in the marketing domain, the crucial part of this framework would be to understand the different segments and how each of these segments would act in buying behaviours. Understanding each customer segment's behavioural aspect would help you understand how you should strategise your marketing communication effectively.
The classification provided by the US VAL's frameworks also helps understand the customers' needs and launch any product accordingly. This framework would also assist you in evaluating whether a particular brand or company is targeting the right customers.
The US VAL's framework provides 8 classifications or customer segments. Let us have a look at those segments in detail. I have also given an example of detergent brands that each group would prefer.
Eight Classification of U.S. Val's Framework with examples
| INNOVATORS |
| Vanish |
THINKERS |
| Ariel |
BELIEVERS |
| Surf |
ACHIEVERS |
| Surf Excel |
STRIVERS |
| Wheel |
EXPERIENCERS |
| Henko |
MAKERS |
| RIN |
SURVIVORS |
| TIDE |
Conclusions
In this chapter, you have understood how different groups of people behave in a particular way using the U.S. VAL's Framework. The next step of S.T.P. is to understand how to target each segment. In the next chapter, I will explain Bull's Eye Framework, which will help you understand how different strategies are formulated for targeting any particular customer segment.