Gilderoy is a 56-year-old custodian who dropped out of high school and is paid the minimum wage. His job requires him to work round the clock for different hours each week, thus he does not have a set work schedule or regular mealtimes. According to the VALS model, under which lifestyle typology does Gilderoy fall?

a. Achieversb. Survivors and sustainersc. Receiversd. Belongers

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Damian Hodge

2 June, 13:34

Gilderoy is a 56-year-old custodian who dropped out of high school and is paid the minimum wage. His job requires him to work round the clock for different hours each week, thus he does not have a set work schedule or regular mealtimes. According to the VALS model, under which lifestyle typology does Gilderoy fall?

a. Achieversb. Survivors and sustainersc. Receiversd. Belongers

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Answers (2)

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Julien · Answer 1

Answer: B. Survivors and sustainers

Explanation: The VALS system is a system for classifying consumers according to their psychological, social and other profiles in order to predict their preferences and purchasing decisions. VALS is an acronym and means "Values, Attitudes and Lifestyles" prescribes the methodology used by companies to adapt to consumer needs, that is, to tailor their products, services and offerings to a specific type of consumer.

From the above description, Gilderoy belongs to the consumer group of survivors and sustaniers. As we can see, he is lowest-income, and does not belong to any of the self-oriented groups of consumers. This means that they do not determine what they will buy according to their preferences, desires and aspirations, but rather the possibilities. These include consumers from the older population, with a median value of about 61. Given that they have little choice in purchasing because of their paying power, opt for the cheapest brands, so it can be said that members of this group are the most loyal to the brand. Survivors have focuses in life that are very narrow in that they have low incomes and therefore little resources, so their psychological profile is about safety and comfort with well-known items and brands. They follow the brands and their stock with discounts. They have little motivation in life because they are accustomed to working and living in a style of need rather than desire.

Francesca Roth · Answer 2

Gilderoy falls under b. Survivors and sustainers.

Explanation:

According to the explanation, Gilderoy is not that young anymore. He doesn't seem to have accomplished much in life concerning formal education and material success. For those reasons, the category he falls under is letter b. survivors and sustainers. According to the VALS model, survivors are usually older people who feel life has passed them by. Survivors are concerned with security, and tend to maintain old habits. Sustainers are often, but not necessarily, younger people who are poor, who wish to get ahead but find it hard to.