Vals.pdf - VALS es un SISTEMA DE SEGMENTACIN PSICOGRFICA...

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VALS™ es un SISTEMA DE SEGMENTACIÓN PSICOGRÁFICA que se construye sobre una combinación efectiva de motivaciones y elementos del estilo de vida para identificar y describir tipologías especificas de consumidores con sus muy particulares características psicológicas, patrones de consumo y preferencias de medios.
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Cuál es la motivación primaria de la persona Con cuáles recursos emocionales, cognitivos y/o físicos (salud) cuenta la persona para expresar sus motivaciones VALS™ se organiza sobre dos VARIABLES fundamentales
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Demografía ayuda a proyectar demanda de mercado Geo-demografía ubica áreas con mayor potencial Conducta, Actividades e Intereses ayuda para el posicionamiento Actitudes identifica tendencias influyentes en el comportamiento Valores sociales (cambian con el tiempo) proporcionan contexto sociocultural Motivación: explica y predice valores, actitudes y conductas Diferentes instrumentos tienen diferentes alcances y beneficios
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• Estados Unidos • Jap ón • Reino Unido • Venezuela (2008) • República Dominicana (2010) • Nigeria (2010 ) • China (2013) • India (2016)
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10% 11% 14% 12.7% 16.5% 11.5% 13% 12% USA VALS™ © 2012 2015 by Strategic Business Insights. All rights reserved. Unauthorized use or reproduction of all or any part of this document is prohibited. @jjriquelmem
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Venezuela VALS™ © 2012 2015 by Strategic Business Insights. All rights reserved. Unauthorized use or reproduction of all or any part of this document is prohibited. @jjriquelmem
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Validez de los segmentos en el tiempo @jjriquelmem AÑO 2008 2009 2009 2009 2011 2012 2013 2014 2015 AMBITO 9 capitales + 8 centros poblados 24 capitales + Ciudad Guayana UCAB 9 capitales 7 Empresas 12 capitales 12 capitales 12 capitales 8 capitales MUESTRA 2126 1648 398 1723 2134 8555 10105 7805 2000 Universal 10% 9% 21% 8% 35% 13% 12% 14% 13% Devoto 8% 8% 2% 9% 8% 11% 13% 14% 10% Acomodado 10% 2% 7% 4% 16% 4% 2% 6% 6% Status Quo 17% 17% 5% 22% 18% 16% 15% 28% 25% Esforzado 19% 18% 2% 29% 8% 17% 19% 14% 18% Intenso 12% 16% 61% 14% 12% 11% 10% 15% 16% Simple 24% 31% 2% 14% 3% 27% 29% 10% 12%
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Los segmentos (grupos) en el Venezuela- VALS™ v1.1 10% 10% 8% 24% 12% 17% 19% © 2012 2015 by Strategic Business Insights. All rights reserved.
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