Values and Lifestyles (VAL) Psychotypes VALS is a consulting and marketi ...
Values and Lifestyles (VAL) Psychotypes VALS is a consulting and marketing tool used by businesses across the globe to establish and implement business strategies that are effective and efficient. The behaviors and individual traits define the customer marketplace segments through the identification of future and current opportunities (Weinstein & Cahill, 2014). The phases and process of marketing that is the development of new products, the communication strategy (at entry stage), and marketing (advertising). The use of VALS enables individuals to show their personality traits via their actions. The consumer segments determined by a person's character traits that have an impact on the market. The VALS tool doesn't resolve the consumer segment by looking at an individual's activities, but the use of psychology basing on their character traits (SRI consulting Business, n.d). Therefore, from the survey of VALS, it determined my primary consumer group as an experiencer and secondary consumer group as an achiever. The VALS results showed somewhat consistency with my personality, attitudes, lifestyle, and values. In the primary consumer category (experiencers), it shows some validity in the sense that, my motivation determines how I express myself. The personality traits that I portray go hand in hand with the results. When I need a fashionable product, I take very keen measures on the type of the product, its characteristics, its attractiveness, and color before I order and buy. I am very conversant with new opportunities or brands but very keenly look up to it before taking the step associating with it entirely. The various varieties of products, fashionable and new brands are my great option when I want to acquire the latest product. The secondary group of the VALS categorizing results as an achiever shows my dreams as a successful person in my life. The lifestyle focuses on the goals and objectives of the kind of experience to have in the world. The value of life and seriousness shows how the career, religion, and place of worship respected. The way of life shows respect to the authority, which is following the government's rules to maintain the integrity and dignity. The success of being determined by self-discovery, risk-taking, predict the future and value of people's opinions. The result of VALS on embracing peers is not correct. The acquirement of fashionable products, services, and brands is to achieve the betterment of my life. The achievers work hard, snatch the available opportunities, and value their lives and families to attain their goals and objectives of becoming successful. Therefore, I strongly agree with the secondary results of the VAL survey. From the fact that fashionable and trending brands of sweaters, blazers, jeans play a significant role in the lifestyle I practice. Therefore, the Wome's Polo Ralph Lauren and Accessories Company significantly find an opportunity of getting the information and organize for deliveries (Women's polo Ralph Lauren clothes & accessories, n.d.). The VALS tool of the market is very consistent and assists many companies to transact business globally. It is a brilliant method to identify various segments of consumer groups in the market. References Women's polo Ralph Lauren clothes & accessories. (n.d.). Ralph Lauren. https://www.ralphlauren.com/polo-ralph-lauren-wome... SRI consulting Business (n.d). VALS-personality-types.pdf. Google Docs. https://drive.google.com/file/d/0B4kPlClERkO5bHZCZ... Weinstein, A., & Cahill, D. J. (2014). Lifestyle market segmentation. Routledge. In what specific ways in the past have marketers been able to specifically capture your attention and will you view advertising and marketing efforts differently now that you have explored the VALS survey and its uses? Reply: Qazi Promi Second Week's Discussion (VALS Survey) COLLAPSE VALS Survey My VALS survey results revealed that I primarily belong to the Experiencer, and my secondary group would be the innovator. I have done the reading portion of the given descriptions for each point, I found both to be pretty accurate as both has shown the type of purchases I often like to make. I most often prioritize according to my own motivations behind life and events. As certainly do not always depend on others way of thinking, or their opinions. I would rather enjoy my own independence. However, in some events if I feel the necessity of majority’s advice or opinion, I would ask for it. I pretty much enjoy purchasing the latest trends and newest items. As I belong to experiencers consumer group it excites me to try new innovations, products, services. That being said, the use of these consumer tools to identify consumer class definitely makes it easier for companies to identify their potential markets to invest in and understand them better regarding making consumer friendly developments. The VAL’s survey enables organizations to segment their desired market, and invest separately into creative ideas. Also, results in success through dividing essential areas that require more attention by narrowing them down. Which helps in regards to customers not being lost in the development process. “The VALS survey description somewhat fits my lifestyle since the results have shown the attributes that I possess in my daily routine. However, it does not fit my life entirely. As it contains some of the questions that are not completely relevant to my life or experiences in some ways or other. Although, regarding the completion of this survey I had to answer those questions, that have indeed brought some results that somehow has an impact on the final result of the survey. Thus, the final result would not be very much accurate. is different for different people. Let’s take income as an example. If you are a person with high income your lifestyle would probably include habits of the SEC A class such as dining out of home frequently and that too in top class restaurants, wearing only branded clothes and buying the best cars out there. Whereas if you are a middle-class income group consumer, you would be more wary of spending money and would rather concentrate on savings.” (VALS – Values attitude lifestyle, Hitesh, Bhasin., January 30, 2020) The VALS survey perceives that I am most likely an experiencer’s consumers. This tells me that being a consumer in general I am more likely to opt of newer items available. However, I also love purchasing items that I can trust and rely on. Some products and services that I purchase fit well with the VALS survey and description. however, some do not fit the description properly as they are irrelevant to me according to my day-to-day life. Nowadays, cell-phone is one of the most important products that all of us have included this product in our life. Now this product has to fall under my convenience or under mass convenience of consumers like me. Cell phone companies, such as Apple has to meet all my basic needs, that include: sustainability, high-quality camera functions, longer battery life, wider internal storage range, etc. And Apple can do a survey to see what is expected of them, one for the existing consumers in order to figure out which are the most popular features that require further improvement, and another one for everyone to include new features or to make improvements regarding the price and technology. “VALS provides new insights into consumer behavior relating to tourism development, enabling the bureau to have a better understanding of the market conditions and to improve the marketing strategies.” (David, Shih., April 1986)
