distinctive mode of individual or group orientation toward consumption, work, or leisure. When divid ing buyers according to personality differences, marketers attempt to develop product brand personalities, or images, which are designed to appeal to corresponding consumer person alities (Kotler, 1989). Psychographic segmentation describes
. . . the entire constellation of person's attitudes, beliefs, opinions, hopes, fears, prejudices, needs, desires, and aspirations that, taken together, govern how one behaves, and, in turn, finds holistic expres sion in a life style (Mitchell, 1990).
The most significant development in psychographics research is the SRI VALS program. VALS divides the American population into nine life style classifications, which are, in turn, grouped into four psychologically descriptive categories 3(Atlas, 1984). The assignment of individuals to the various classifications is based upon their own perceptions of self image and aspirations, and upon the products which they use. While other approaches to psychographic research continue to be developed, perfected, and used, VALS research predominates in psychographic practice (Zotti, 1985).
As stated in the preceding discussion, the VALS program divides the American population into nine life style classifi cations, which are, in turn, grouped into four psychologically descriptive categories. In discussing Coca Cola Classic with respect to VALS, the life style classifications, and the psy chologically descriptive categories are considered separately.
VALS, at noted above, divides the American population into nine life style classifications.
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