Objective: This assignment is to familiarize you with various VALS lifestyle profiles, including your profile, which is a powerful psychographic segmentation tool, and demonstrate the relationship of segment profiles to product/service and communication strategy.
Go to the web site of the Stanford Research Institute (SRI): http://www.strategicbusinessinsights.com/vals/
First, read the description of various lifestyle profiles.
Click on Vals Survey on the main page and then “Take the survey” link. Complete the survey (Note: For income question, select an anticipated figure after graduation.) Examine your primary and secondary lifestyle profiles in detail, and copy and paste them onto your write-up page. Requirements: (1) Choose a specific product category such as hotels (budget, upscale, or luxury, hotel casino, etc), or restaurant (casual, family, or theme, etc); (2) Discuss what type of products/services and benefits the hospitality companies in the category of your choice should offer to appeal to your customer profile; and (3) Include a discussion of your communication strategy and type of messages/slogans you would use in your advertising to target your customer profile more effectively. Your write-up should be at least 1.5 page (single-spaced and 12 pts font size). Please note that the 1-page length requirement excludes the descriptions of your primary and secondary profiles.
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