Chapter 9 Targeting a Market 153 Copyright Goodheart-Willcox Co., Inc. an individual considers important. An attitude is how a person feels about something. For example, customers who feel fashionable clothing is impor- tant may shop at high-end, name-brand stores. However, customers who place a higher impor- tance on saving money may be more likely to shop at discount stores. Customers who value the envi- ronment may choose to buy a hybrid vehicle over a high-performance sports car. Consumer values, attitudes, and lifestyles can be difficult to measure. In order to group people in this way, marketing researchers can conduct surveys. One well-known consumer-behavior research tool is the VALS™ survey. This survey was developed by the Strategic Business Insights (SBI) research company. It asks respondents to rate statements using a Likert scale. A Likert scale, pronounced “LICK-ert,” asks survey respondents how strongly they agree or disagree with a given statement. The dozens of statements in the survey are designed to measure the attitudes, interests, and opinions of survey takers. The following state- ments are from the VALS™ survey. • “I follow the latest trends and fashions.” • “I would rather make something than buy it.” • “I consider myself an intellectual.” After taking the survey, each person is assigned a VALS™ type based on his or her responses to statements measuring their resources and innovation plus their ideals, achievements, and self-expression. The eight VALS™ types are as follows: • Innovators • Thinkers • Believers • Achievers • Strivers • Experiencers • Makers • Survivors According to SBI, each of the VALS™ types has specific characteristics and behaviors. For example, the Achievers are concerned about status, have a mid-level income, buy premium products, and watch an average amount of televi- sion. Survivors are concerned with safety, have a lower income, tend to be loyal, and watch an above-average amount of television. The VALS™ survey results show what motivates people to buy. Results can also predict different consumer buying behaviors. These results can be quite useful when businesses make marketing decisions. Activities and Interests People who like the same activities or have the same interests or hobbies tend to have similar buying patterns. Activities and interests can include sports, hobbies, traveling, or attending cultural events, to name a few. For example, the market segment of people who enjoy basketball tend to buy basketball-related items and attend basketball games. Behavioral Segmentation Customers differ in how they use products. Behavioral segmentation divides a market by the relationships between customers and a good or service. Behavioral variables include benefits sought, usage rate, buying status, and brand loyalty. Spanish Television Demographics are important when targeting a market. By dividing larger markets into smaller, more targeted markets, compa ies can better meet e the needs e of those customers an earn a profit. Recent research shows the need for f Hispanic media is growing rapidly in the United States. The US Census Bureau reveals that the Hispanic population o has increa ed by more than 40 percent in the last century. The US Latino population is made up p of American-born Latinos and immigrants. This mix of generations looks for Spanish-language programming that preserves their culture and incor- porates some aspects of American culture. Latinos want quality entertainment and news programs. They also want a variety of programming i choices. Media providers have jumped at the opportunity to appeal to the Hispanic target market. Telemundo, Univision, and Fox o offer Spanish television programming, some with English subtitles. The media providers are constantly researching the audience to determine which type t of shows are preferred. This growing Latino market is inspiring competition for quality amongst the media providers. Case in Point