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

About the author(s)

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

Full Text:

PDF (4MB)

Share this article

Bookmark and Share

Abstract

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.

Opsomming
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.


Keywords

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

Metrics

Total abstract views: 7215
Total article views: 5504


Crossref Citations

No related citations found.