International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Exploring the Psychographic Dimensions of Youths in Bengaluru City – VALS 2 Perspectives

Author(s) Mr. Raghu B M, Dr. G.P. Dinesh
Country India
Abstract Youth consumers around the globe form a significant portion of the market and their psychographic characteristics play a crucial role in shaping specific buying behaviour. The study aimed to explore and validate the psychographic dimensions of Generation Z youths in Bengaluru City using Values, Attitudes, and Lifestyle System (VALS 2) psychographic model. It has identified the key psychological dimensions shaping behaviour of this segment and decision-making patterns. The investigation has adopted an exploratory and descriptive research methodology and collected 153 valid responses through a structured questionnaire, utilized area-cum-convenience sampling technique. The Exploratory Factor Analysis has generated six psychographic constructs. However, when validated them through Confirmatory Factor Analysis, only four constructs- Knowledge-Seeking Attitude, Hands-On Creativity, Trend-Consciousness, and Social Awareness have passed the reliability and validity tests. The Structural Equation Modeling (SEM) demonstrated strong reliability and effectively fit the observed data, as indicated by model fit indices such as CFI (.992), TLI (.992), RMSEA (.057), and SRMR (.066). The research found that, psychographic factors were significantly influenced Generation Z youths’ buying behaviour and their lifestyles. The findings of the study suggested marketers to formulate curious, creative engagement, trend sensitivity, and social consciousness marketing campaigns which align their offerings with target audiences’ preferences, enhance engagement, and increase the brand loyalty. The present research addressed a critical research gap by focusing exclusively on the psychographic dimensions of Generation Z in Bengaluru City under VALS 2 model. It has contributed empirical value through model validation, offered a robust framework for future research and also to prepare marketing strategies to target this emerging demographic dividend.
Keywords Psychographics, VALS2, Generation Z Youth, Buying Behaviour, EFA, CFA, SEM.
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-26
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.64689
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