Vals Framework

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A Study of the Impact of Values and Lifestyles (VALS) on Brand Loyalty with Special Reference to English Newspapers*
C.Anandan1, M.Prasanna Mohanraj 2 & S.Madhu3
Abstract Indian Newspaper Industry is witnessing high growth, despite the rise of the Internet and of telecommunications as viable sources of information. Earlier all the newspapers thought that the opportunity for them was within their own geographical area. But, in coming years publishers will be spending over Rs.1000 crores to invade into other’s territories. Unless the publishers recognize the preferences of readers, it would be unlikely that they would succeed in winning the hearts of the customers. This research makes an attempt to recognize the preferences and segment the readers of the English newspapers based on their psychographic profiles by using VALS. VALS is a way of viewing people on the basis of their attitudes, needs, wants, beliefs and demographics. This research also analyzes the influence of psychographic factors on brand loyalty based on Brand loyalty scale and suggests the psychographic segments to be targeted by the brands to sustain in the competitive Market environment. Different types of market dominance strategies for various market positions are also explored.

1.

INTRODUCTION

Indian newspaper industry is witnessing high growth. Earlier, all newspaper owners thought that opportunity was only within their own geographical area. This situation is changing and publishers are spending thousands of crores to
* 1. 2. 3.

invade each other’s territories. The newspaper market is bound to grow. New brands are coming into different territories. Unless the publishers recognise the preferences of readers, they would not be in a position to win the hearts of the customers.

Received January 30, 2006, Revised August 8, 2006. Director, Sardar Vallabhbhai Patel Institute of Textile Management, Coimbatore, e-mail: canandrec@yahoo.co.in & director@svpitm.ac.in Lecturer in

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