Answer the following questions:

1. Go to the VALS website (

and take a look at the 8 VALS types. Before doing the VALS survey, which type do you

think you fall?

2. Go to… and take the VALS

survey. Find out in which psychographic group you fall. Is it the same as you think in

question 1? What do you think of this VALS segmentation of consumers?

3. Apply VALS to brands Starbucks and Dunkin. Which VALS type(s) do you think

Starbucks has more appeal to? Which VALS type(s) do you think Dunkin has more