A Hardware Store Has Decided to Use the VALS Segmentation

question 42

Multiple Choice

A hardware store has decided to use the VALS segmentation system to target consumers. The store is particularly interested in reaching people who are characterized by the VALS system as being practical, down-to-earth, and self-sufficient who like to work with their hands. Which of the following VALS categories most likely matches to the hardware store's segment of interest?

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

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Definitions:

Idle Capacity

The portion of a company's resources or assets that are underused or not being used at all, often leading to inefficiency and increased costs.

Overhead Allocated

The process of assigning a portion of indirect costs to specific cost objects, such as products or departments.

Pre-tax Income

The income earned by a business before taxes are deducted.