Final answer:
Survivors, according to the VALS™ consumer segments, are focused on safety and security, thus they buy discounted merchandise and show brand loyalty. They prioritize practicality and consistent value over displaying success or indulging in upscale products. Every purchase they make is deeply influenced by the need for security and reliance on familiar brands.
Step-by-step explanation:
According to the VALS™ consumer segments, survivors are primarily concerned with safety and security, which influences their purchasing behavior. These individuals tend to be at the bottom of the economic ladder, with a low resource level, often elderly or resigned, and stick with the familiar. Therefore, they buy discounted merchandise and show brand loyalty, seeking the best deals for products they trust and feel comfortable using. This consumer segment often avoids risky decisions and instead aims for value for money and products that provide them with a sense of reliability and consistency. Their purchases are not typically about displaying success or consuming upscale products, rather they focus on practicality and are attracted to the security that familiar brands and discounts provide. Every purchase is based on a belief about the satisfaction that the good or service will provide, with these beliefs often being based on the information available to the buyer. Information asymmetry can lead to dissatisfaction if the product does not meet expectations. Survivors, being on the lookout for certainty and security, might be more susceptible to sticking with what they know to avoid the potential regret of a bad purchase.