Study of Vals^TM Framework and ITS Application

Today, emotional spending is an integral part of any purchases consumer make. Spending is now based on wants not needs. Individual or societies choose the products they resonate with on the basis of their values, attitudes and lifestyles. The purpose of this study is determine which kind of outlet can be opened in a particular locality. This study utilized quantitative research method to investigate significant factors that influences the customers mind to buy the products. A questionnaire was used to collect data from a society. The findings of this study indicate that demographic factors which are gender, age, marital status do not have a great significance rather psychographic factors like value, attitude and lifestyle have a great significance.