The Definition of VALS

VALS stand for value and lifestyles. It is the exclusive methodology for research which is used for segmentation of the market. It is the method of observing the individuals according to their desires, values, and requirements and wants means according to demographics.  

Types of VALS

There are eight types of VALS segments which are categorized as Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, Survivors (Strategicbusinessinsights.com, 2018).

Primary & secondary Types of VALS

For understanding, there are two critical types VALS which are primary motivation and resources, and it uses to determining g the hoe the individuals express their selves in the marketplace as consumers.

Primary of VALS

The primary is used to explaining the attitudes and anticipating behaviors of consumers. There are three primary motivations of VALS which is used for understanding the actions of consumers such as achievement, ideals, and self-expression.

Resources of VALS

The ability of the persons for consumer goods and services encompasses according to their income, education, and age. Different levels of resources can increase the expressions of persons and their primary motivation. There are a few factors which play a critical role in understanding the customers for example (Energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity play)

International VALS

The vision of the strategic business creates a system for particular countries for the accommodation of the cultural differences and the relationship of attitudes and behaviors which are existed. Country specifics are included in the segment description.

The client used VALS frequently used for purposes of

Planning for strategic, (In the strategic planning includes concept testing, ideation, and targeting)

Consumer’s insights/ Positioning (In the process of positioning provides retention of customers, competitive analysis and brand differentiation)

Communication (Brand personality, Media selection, creative development, and brand personality includes discussion. Additionally VALS is used for leverage of research investment. ) (Strategicbusinessinsights.com, 2018)

Conducted Survey and results with Summary of VALS

The given link does the survey, and after doing the study, the results are collected for primary and secondary VALS type. The research shows in the Primary kinds of VALS is mostly like to the Achievers from the consumer group. Achievers are those individuals who have the attitude; they believed authority is the name of money, they are committed with their jobs and family, have the full schedule, they are goal oriented, hardworking peer review and moderate, they are technology loving individuals.

The survey shows in the secondary types of VALS is mostly like to the innovators. Innovators are those individuals who make highest marks for the financial transaction, like to having international exposure and widest variety of exciting activities, they believe on research & development and science credible, they are antennas up, enough to experiment, skeptical about advertising, future-oriented and self-directed consumers.

The primary VALS type of research denotes the dominant approach to the life and secondary means the specific emphasis on this dominant approach. This survey and the kinds of the VALS mostly related to the consumption behaviors because the achievers like to make schedule and budget for spending money, but they consider everything can be paid on family and beloved. The data which is used for this work is collected from the given website. (Strategicbusinessinsights.com, 2018)

References of VALS

Strategicbusinessinsights.com. (2018). The US VALS™ Survey. Retrieved from http://www.strategicbusinessinsights.com/vals/presurvey.shtml