VALS assessment is a tool for businesses worldwide to get to get to know their consumers. It identifies current and future opportunities by segmenting the consumer marketplace on the basis of the personality traits that drive consumer behaviors. VALS categorizes consumers into the eight psychographic types: innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors. (Boone & Kurtz, 2010) It has two critical concepts for understanding consumers: primary motivation and resources.
The results of my VALS assessment identified me as an experiencer and an achiever for my secondary. Experiencers are described as motivated by self expression. They can quickly become enthusiastic about new possibilities but are equally quick to lose interest. As young, enthusiastic and impulsive consumers, they seek variety and excitement. They find themselves disperse their energy by exercising, spor
...ts, outdoor recreation and social activities. Achievers on the other hand, are described as motivated by the desire of achievement.
They have a goal-oriented lifestyle and a deep commitment to career and family. The main social focal points are structured around family and work. Achievers are active in the consumer marketplace. Image plays an important role that demonstrates success to their peers. (Strategic Business Insights, 2009) The two psychographic categories that described me as a consumer are very accurate. I always find myself wanting the new gadgets and constantly upgrading. Acquaintances presents businesses to me and have this exciting appeal at first, but quickly diminishes.
I never described myself as too competitive, but I do have that drive to be better than my peers. A balanced family life is always important to me as well as having a satisfying career. Since I have been in the market for
a new vehicle, this one particular vehicle has caught my eye, the Infiniti FX50. This driving machine has excellent features like the unprecedented thrill of a 390 horse power V-8 engine, technology so advanced that being lost will be impossible with its hard drive navigation system, and its lavish look that is just pleasing to the eye.
Infiniti is an upscale automaker from Japan that looks to achieve a premium status by infusing its vehicles with spirited performance and additional luxury content. (Infiniti, 2010) I am not just drawn into this vehicle’s look and performance, but also its safety technology. This company emphasizes on luxury lifestyles. Their two minute video gives a consumer a vision that owning this vehicle starts with inspiration, powerful emotion behind the wheel, the thrill of acceleration, and a satisfaction of an experience that goes beyond expectation.
This vehicle is perceptibly targeted towards higher income earners because of its class and cost. VALS assessments give companies a better understanding with what consumers are tuned into based on social values. With companies knowing what their customers are into gives them a great advantage in the marketing place. The categories I was indentified in gave me a clearer understanding of how the companies viewed us consumers.
Reference
http://www.strategicbusinessinsights.com/vals/ustypes.shtml
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