David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in the products he buys. Which VALS segment best describes David?

Thinker

Explanation:

VALS stands for value and lifestyle. This is a tool that is used to the measurement for customer value and lifestyle. In this scale, there are three main categories:

Need category Inner category Outer category

VALS is psycho graphic segmentation. It was originated by Mitchell in 1978.

It has eight segments:

Thinker Believer Achiever Striever Experiencer Maker Survivor

Thinkers

Explanation:

VALS stands for "Value and Lifestyles" is mainly used in psychographic segmentation. There are eight distinct mindsets or specific set of psychological traits that defines an individuals personality.

These eight sets are

Believers

Makers

Thinkers

Experiencers

Innovators

Strivers

Achievers

Survivors

David is believed to be best suited in the "Thinkers" VALS segment because David take every step in his life very carefully examining and thinking over every thing. He is very much content with his life.

Thus the answer is "Thinkers".