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The VALS System Seeks to Explain Why and How Consumers

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Essay

The VALS system seeks to explain why and how consumers make purchase decisions. Consumers motivated by ideals are guided by knowledge and principle. Explain the difference between Thinkers and Believers.


Definitions:

Sales Tax Rate

The percentage of tax charged on the sale of goods and services, which is collected by merchants and passed on to the government.

Total Receipts

The aggregate amount of cash or cash-equivalents received by a company during a given period.

Sales Tax Rate

The percentage of sales price that is added to the sale of goods and services, to be collected by the seller and passed on to the government.

Total Receipts

The total amount of money received by a company during a particular period from all sources.

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