Strategic Marketing: Planning and Control, Third Edition

as they tend to be trend-setters. This group is also the fastest growing
group in western societies.
● Very few individuals reach the integrated group.

The Sheth framework

This framework was developed by the Taylor Nelson research agency. The
model similarly divides consumers into three main groups each with its
own sub-groups (see Figure 4.15).
The advantages of this lifestyle approach are:

● It takes into account factors other than status and class.
● Purchasing patterns are encompassed in the lifestyle profile.
● Well-defined communication channels may emerge as part of the lifestyle.
● Brand personalities can be built to appeal to specific lifestyles.

These models allow a more rounded view of consumer groups to emerge.
Identifying the lifestyle of potential consumer segments allows the mar-
keter to develop sophisticated marketing mixes that tie in with a particu-
lar lifestyle group. The lifestyle profile may highlight the type of retail
outlets that the consumer group is attracted to, or the publications they
are more likely to read. Thus allowing managerial decisions to be made
about the distribution and promotional aspects of the mix.

Segmentation 71

Developmental stage Grouping (% of US population)

Need driven Survivors:This is a disadvantaged group who are likely

to be withdrawn, despairing and depressed (4%)

Sustainersare another disadvantaged group, but they

are working hard to escape poverty (7%)

Outer-directed Belongersare characterised as being conventional,

nostalgic, reluctant to try new ideas and generally

conservative (33%)

Emulatorsare upwardly mobile, ambitious and status

conscious (10%)

Achievers:This group enjoys life and make things

happen (23%)

Inner-directed ‘I-am-me’tend to be young, self-engrossed and act on

whims (5%)

Experientialswish to enjoy as wide a range of life

experiences as possible (7%)

Societally conscioushave a clear sense of social

responsibility and wish to improve society (9%)

Nirvana Integratedsare completely mature psychologically

and combine the positive elements of outer-and inner-

directedness (2%)

Figure 4.14

The VALs

framework

developed by

Arnold Mitchell at

the Stanford

Research Institute