Goto the
Strategic Business Insights website.
Takethe VALS
Survey. Have the results sent to you by email. The results are sent in a
Microsoft® Word document showing your primary and secondary VALS
segments.
Go to the
Nielsen website.
Explore the
Nielsen Segmentation Methodology, the featured and other segments, and then
click on Zip Code Lookup. Enter your Zip Code and the code provided and click
Enter. A map showing your geographic area will pop up along with information on
the distribution of people by age, race/ethnicity, marital status, and presence
of children. On the left will be three options: PRIZM, P$CYCLE, and ConneXions
(three segmentation techniques based on Zip Codes, Wealth, and Connectivity).
Click on
PRIZM to view the list of primary segments for your geographic area. Into which
of these segments would you place yourself and why?
Writea
1,400-word segmentation analysis that includes the following:
Summarize
your results.
Summarize what
you learned about these segmentation methodologies.
Compare
your results showing your buying behaviors with what you know of organizational
buying behaviors.
How do
consumer behaviors differ from organizational behaviors?
Examine
the dimensions of the consumer segments as well as organizational segments.
Citea minimum
of two scholarly sources.
Formatyour paper
consistent with APA guidelines.
