The ‘Rokeach Value System (RVS)’ is a universally accepted and reliable tool to test value systems of people. The RVS classifies values into Instrumental and Terminal Values.
Instrumental Values are everyday ideal modes of behavior. For example values like Ambition, Cheerful, Honest, Imaginative, Logical and Polite are Instrumental Values.
Terminal Values are ideal end states of existence that an individual aspires to have. Comfortable Life , Equality, Family Security, National Security, Pleasure and Wisdom are Terminal Values.
We must however understand that this type of segmentation either singly or in combination with demographic segmentation divides the buyers on the basis of:
• Social class: For example: Lower class, Middle class and Upper class.
• Lifestyle and/or personality traits.