#TITLE_ALTERNATIVE#

• Main Author: WAHYUDI (NIM 19005069), RICKO
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/11267
• Institution: Institut Teknologi Bandung

Market segmentation is the most important thing to do as the first step in launching a product or services. Market Segmentation is classifying an individual which has similar characteristic and goal. Market Segmentation is done by researching the market to understand the characteristics of the people as target consumer. Values, lifestyle and demographic variables are part of the people characteristics. Market research is done so the marketers succeed send the message or image of the product to the peoples.<p> <br /> <br /> <br /> <br /> VALS (Value and Lifestyle) method is used to segment the market based on people value and lifestyle. VALS is made based on 8 United States people characteristics. If some company, researcher, or marketers want to do research using VALS method in a different culture or society, then the method needs to be validated first. Validating VALS is done by comparing VALS with another method that is also used to measure values, so in this project VALS method is compared with LOV (List of Value) method. VALS and LOV methods are usually used by market researchers to identify the values that influence every people live and they both have the same basic methodology and similar variables.<p> <br /> <br /> <br /> <br /> The research is done by using questionnaire. The questionnaire contains questions from the VALS and LOV methods. The result from VALS method should be similar with the result from LOV method because if the result shows significant difference, then the VALS method validity is doubted. VALS method is also used to find which values profile are the most numerous in the target population.