Does any one provide me papers (journal if possible ) related to marketing ,market segmentation,VALS ,lifestyle,please ?
Bissan Sbakhi
Millions of thanks for u , thanks for ur cooperation with me .This guide me alot during my study
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Hengky S H
VALS™ psychographic segmentation is one of the most popular classification systems of the consumer market available worldwide. Many companies are employing such technique to get an advantage of the market segmentation:
- Forming Market Segments: It is the first step of the segmentation process. Here the marketer follows two approaches to form the segmentation. The two steps are a) Build-up approaches and b) Breakdown approaches. The first one is good for B2B markets or an industrial buyers and the second one for B2C or individual market.
- Profile Segments: It is the second step. In this step marketers go for the analysis to understand the profile of the customers. Then they build the profile of the customer by searching the homogeneity in their behaviour in order to create the segmentation.
- Evaluate Market Segments: In the third step, after forming and profiling now the marketer searches the expected profit contribution of each segment. For doing so they evaluates every information and scan the direct and indirect benefits may be derived from them.
- Select Target Market: At the last step of selection they try to identify correctly the target group market. It is very important stage because here they have to select that where they can give the cost and time efficient, effective and reliable product and or service.
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