In the VALS Framework, Consumers Motivated by Achievement Look for Products

question 64

Multiple Choice

In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as ________, have low resources and live in the moment. Although they would like to improve their lives, they have difficulty doing so.

• A) Strivers
• B) Experiencers
• C) Believers
• D) Makers
• E) Survivors

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Definitions:

Total Cost

The complete cost of production, including both fixed and variable costs.

Computer Software

Computer software refers to a set of instructions or programs that tell a computer how to perform specific tasks.

Sunk Cost

Expenditure that has been made and cannot be recovered.

Opportunity Cost

The value of the next best alternative forgone as a result of making a decision.