This activity is important because psychographics, the analysis of consumer lifestyles, provides significant insight into the way consumers live. Using psychographics, marketing managers can segment and target customers with products and services based on how consumers spend their time and resources.

Consumer Lifestyle: VALS
This activity is important because psychographics, the analysis of consumer lifestyles, provides significant insight into the way consumers live. Using psychographics, marketing managers can segment and target customers with products and services based on how consumers spend their time and resources.
The goal of this exercise is to demonstrate your understanding of VALS™, a segmentation strategy that combines psychology, demographics, and lifestyle.