University of Nevada Las Vegas VALS Lifestyle Profiles Paper

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University of Nevada Las Vegas

Description

Objective: This assignment is to familiarize you with various VALS lifestyle profiles, including your profile, which is a powerful psychographic segmentation tool, and demonstrate the relationship of segment profiles to product/service and communication strategy.


Go to the web site of the Stanford Research Institute (SRI): http://www.strategicbusinessinsights.com/vals/ (Links to an external site.)

First, read the description of various lifestyle profiles.

Click on Vals Survey on the main page and then "Take the survey" link. Complete the survey (Note: For income question, select an anticipated figure after graduation.)
Examine your primary and secondary lifestyle profiles in detail, and copy and paste them onto your write-up page.
Requirements: (1) Choose a specific product category such as hotels (budget, upscale, or luxury, hotel casino, etc), or restaurant (casual, family, or theme, etc); (2) Discuss what type of products/services and benefits the hospitality companies in the category of your choice should offer to appeal to your customer profile; and (3) Include a discussion of your communication strategy and type of messages/slogans you would use in your advertising to target your customer profile more effectively. Your write-up should be at least 1.5 page (single-spaced and 12 pts font size). Please note that the 1-page length requirement excludes the descriptions of your primary and secondary profiles.

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Explanation & Answer

Attached.

Running head: VALS LIFESTYLE PROFILE

VALS Lifestyle Profile
Name
Institution

1

VALS LIFESTYLE PROFILE

2
VALS Lifestyle Profile

Primary Type: Experiencers
Secondary Type: Innovators
Food and Beverages are the kind of products that I would prefer to appeal clients in the
restaurant business. Food and Beverage is a business sector engaged in the preparation of snacks,
beverages, and meals to customers with the goal of immediate consumption on and off the
business premise. This kind of business have grown over simple origins since people travelled
from their homes while running their errands developed the desire of need to drink or eat. As a
result, business people were then encouraged to meet the developing demand in the market to
supply drinks and food to the needy market. Therefore, as interest of the market grew day by
day, the restaurant sector diversified, so did the provision of food and beverages. For that reason,
provision of foods and beverages in my restaurant would appeal a large clientele, especially
those on a holiday or the working class population who cannot afford to carry food from their
homes to their place of work. Having fast food restaurants in busy places would attract a large
customer base.
Marketing of tourism and hospitality sector requires h...


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