Marketing journal Essay Example | Topics and Well Written Essays - 750 words - 1

Marketing journal - Essay Example Normally surveys are conducted demographically to determine various segments of buyers according to age, sex, education, location and other factors. However this kind of division fails to highlight the motivation of the consumer and often marketing based on such results is disappointing. A good method of measuring this has been devised by SRIC-BI who has conducted psychological survey of thousands of consumers from every walk of life during 1987-92. They call it VALS. This survey attempts to analyze the inherent instincts or psychological traits of the consumer that have developed over his/her experiences and knowledge and have become the drivers of purchase decisions. This has provided an insight about why we buy. I undertook this seemingly incongruous survey that seemed simple and somewhat inconsequential. However the results highlighted my attitude and aptitude and I must admit that it was able to capture the essence of my personality. The survey categorized me into the segment called Thinkers. Under VALS terminology the three segmentations of consumers are determined by their motivation. These are Innovators, Thinkers and Survivors. The descriptions are indicative of their capabilities; the innovators are daring and will be easily induced to trying new products and experimenting with the unknown; the thinkers are conservatives but willing to try new products within the existing parameters of their attitudes and aptitudes; while the survivors are those who are practical and will make decisions only according to their means. Recently I decided to buy a laptop for use in my consulting profession. My requirements were that the product had to be easily portable, that would not fail at a critical moment, should be reasonably priced and, since it was a high-tech gadget, good and prompt after sales service should be available whenever and wherever needed.