Final answer:
Innovators, as per the VALS segment, make purchases that reflect their enthusiasm for innovation and advanced technology, often seeking new and exclusive experiences with products before they become widely popular.
Step-by-step explanation:
According to the VALS framework, a characteristic of innovators is that their purchases often reflect cultures of innovation and the latest advancements in technology. Innovators are individuals who are highly motivated by new experiences and whose purchase decisions are influenced by new products and services that embody the cutting edge of technology. They are driven by a desire for products that not only serve their needs but also showcase their status as early adopters of trends.
An innovative firm understands the importance of staying ahead in the market by offering products with characteristics that consumers desire or by reducing production costs. For example, as stated by Gregory Lee, CEO of Samsung, a relentless pursuit of innovation is crucial, and it allows consumers to 'discover a world of possibilities with technology'. This implies that products bought by innovators provide them with a sense of discovery and a temporary edge before the wider market adoption occurs.