1

1.The employees and customers at Wheelworks are upbeat, physically active, and enthusiastic about cycling. These characteristics are useful in understanding .

Brand personality

Consumer lifestyles and psychographics

materialism

demographics

2. Wheelworks co-founder Peter Mooney notes that the sport of cycling has become so mainstream that it even appears in Coca-Cola commercials. The traits of cycling that many marketers want associated with their products include:

Rugged, tough, and strong

Exquisite, charming and glamorous

competitive, thrilling, and exciting.

Safe, caring and nurturing

3. Which VALS 2 group best represents typical Wheelworks customers?

makers

believers

experiencers

survivors