Original Research

Testing the value and life-style model (VALS) of psychographic market segmentation

G. G. Rousseau, J. Kruger
SA Journal of Industrial Psychology | Vol 16, No 1 | a502 | DOI: https://doi.org/10.4102/sajip.v16i1.502 | © 1990 G. G. Rousseau, J. Kruger | This work is licensed under CC Attribution 4.0
Submitted: 18 June 1990 | Published: 20 June 1990

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G. G. Rousseau, Psychology University of Port Elizabeth, South Africa
J. Kruger, Psychology University of Port Elizabeth, South Africa

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This article describes the development of a psychographic inventory suitable for testing the VALS model of market segmentation within the South African context. Hypotheses relating to value and life-style traits, suggested by prior research, are tested, utilising a sample of white and black respondents in the Johannesburg/Soweto metropolitan area. Results imply that the instrument developed has moderate reliability and can be administered bilingually. The VALS model tested by the instrument suggests that most respondents hold need-driven and outer-directed values. Impllications for value and lifestyle segmentation within the South African context are discussed.

Hierdie artikel beskryfdie ontwikkeling van 'n psigografiese inventaris geskik vir die toetsing van die VALS-model van marksegmentasie binne Suid-Afrikaanse verband. Hipoteses met betrekking tot waarde- en lewenstyltrekke, voortspruitend uit vorige navorsing, word getoets op 'n steekproef van wit en swart respondente in die Johannesburg/Soweto metropolitaanse gebied. Resultate toon dat die instrument gemiddelde betroubaarheid openbaar en toepasbaar is op 'n tweetalige grondslag. Die VALS-model soos getoets deur die instrument toon dat die meeste respondente behoefte-gedrewe en na buite gerigte waardes openbaar. Implikasies vir waarde- en lewenstylsegmentasie binne Suid-Afrikaanse verband word ook bespreek.


Value and life-style model (VALS); Psychographic market segmentation


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