Testing the value and life-style model (VALS) of psychographic market segmentation

Abstract

This article describes the development of a psychographic inventory suitable for testing the VALS model of market segmentation within the South African context. Hypotheses relating to value and life-style traits, suggested by prior research, are tested, utilising a sample of white and black respondents in the Johannesburg/Soweto metropolitan area. Results imply that the instrument developed has moderate reliability and can be administered bilingually. The VALS model tested by the instrument suggests that most respondents hold need-driven and outer-directed values. Impllications for value and lifestyle segmentation within the South African context are discussed.

Opsomming
Hierdie artikel beskryfdie ontwikkeling van 'n psigografiese inventaris geskik vir die toetsing van die VALS-model van marksegmentasie binne Suid-Afrikaanse verband. Hipoteses met betrekking tot waarde- en lewenstyltrekke, voortspruitend uit vorige navorsing, word getoets op 'n steekproef van wit en swart respondente in die Johannesburg/Soweto metropolitaanse gebied. Resultate toon dat die instrument gemiddelde betroubaarheid openbaar en toepasbaar is op 'n tweetalige grondslag. Die VALS-model soos getoets deur die instrument toon dat die meeste respondente behoefte-gedrewe en na buite gerigte waardes openbaar. Implikasies vir waarde- en lewenstylsegmentasie binne Suid-Afrikaanse verband word ook bespreek.