INTERNET EXERCISE to better understand thesegmentation classification of consumers, Strategic
Business Insights has developed the VALS tool, whichuses psychology to segment people according to theirdistinct personality traits. Go to the firm's home pageat www.strategicbusinessinsights.com/vals/presurvey, and take the survey to identify your VALS profileaccording to your values, attitudes, and lifestyle. According to the results, what is your VALS profiletype? Do you agree with your consumer profile? Whyor why not? How can retailers effectively use the resultsof this survey when planning and implementingtheir business strategies?
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