Vals Assesment

Lovely Burton

July 13, 2011

After participating in the Values, Attitude and Lifestyle assessment survey (better known as VAL's) I am surprised to see how on target the results were. According to my results, my primary VAL's which stands for my main approach to life is Striver. Strivers are considered to be trendy and frivolous spenders who are motivated by success. They want products that imitate those with more material riches. This part I agree on absolutely because I do have a tendency to make purchases on the spur of the moment. Also, I do try to make the same purchases as consumers with more wealth. For example, I am always looking for name brand items, with a discount price. And I am not above buying imitation designer product. The part that I didn't agree on was the statement that Strivers are concerned about the approval and opinions of others. I think that we all on some level crave acceptance, but it has never been a determining factor with anything that I do.

My secondary classification is an Experiencer, which stands for the emphasis of my dominant approach. Experiencer's are stimulated by self expression, and become quickly excited about a new opportunity, but are just as quick unenthusiastic about the same opportunity. We seek excitement and variety and spend a high amount of income on socializing, fashion, and entertainment. This again, is accurate when it comes to describing me. I am constantly buying something because it the newest, greatest product but quickly become disinterested and regret making the purchase. For example, I purchased camcorder for $400, and I couldn't put it down for 2 weeks. By the third week it was collecting dust.

Customer purchase services and goods and want to have experiences that satisfy their distinctive preferences that give substance and pleasure in their life. The main motivation of a person decides what it is specifically about them or the world around them that is meaningful. This is important for marketers to know because it is this that dominates their activities. Marketers can use the VALS assessment to help business around the world to create and carry our more useful strategies because it recognizes present and potential opportunities by dividing the consumer marketplace on the foundation of the personality characteristics that compels a customer's behavior. VAL's apply in all aspects of the marketing process, starting from development of a new product to advertising and communications strategy.