Final Answer;
The VALS consumer segment known as "strivers" prefers value over luxury and buys basic products.
Step-by-step explanation:
The VALS (Values, Attitudes, and Lifestyles) framework categorizes consumers into different segments based on their psychographic characteristics. Among these segments, "strivers" are individuals who seek to improve their social and economic status. These consumers value practicality and are motivated by achievement, yet they prioritize affordability and functionality over luxury. As a result, strivers are inclined to choose basic products that fulfill their immediate needs without unnecessary frills.
Strivers are often characterized by their desire for upward mobility and material success. They are price-sensitive and tend to make practical purchasing decisions to align with their financial constraints. This preference for value over luxury reflects their pragmatic approach to consumption. By understanding the strivers segment, marketers can tailor their messaging and product offerings to align with these consumers' aspirations for improvement while ensuring affordability and practicality.
In conclusion, the VALS consumer segment known as "strivers" stands out for their preference for value over luxury and their inclination towards basic products. This segment's characteristics provide valuable insights for marketers aiming to connect with consumers who prioritize functionality and affordability in their purchasing decisions.