Characteristics And Characteristics Of Vals

1629 Words Aug 2nd, 2016 7 Pages
One of the most successful and well-known tools used to determine market segmentation is VALS, which is developed by Strategic Business Insights. VALS stands for “values and lifestyles,” which places U.S. consumers into one of the eight profiles based on their level of resources and one of the three primary consumption motives of either ideals, achievement, or self-expression (Ferrell & Hartline, 2014, p. 138-139). VALS is primarily used by companies to market new product development, brand development, promotional strategy, and media placement (Ferrell & Hartline, 2014).

After conducting the VALS survey, I would say I totally agree with the results of my VALS survey. I fully believe that I exemplify many of the characteristics of my primary type, Achievers group. Many of the attributes of the Achievers type include family oriented, hard working, goal oriented, professional, and emanates job commitment (Strategic Business Insights, 2016). Furthermore, I personally believe that I am hardworking, goal oriented, professional, and value my family and the time spent and shared with them. In addition, I make it a priority to do well at my job. The lifestyle of an Achiever is centrally focused around family, a place of worship, and career (Ferrell & Hartline, 2014). Additionally, Achievers are those that have a very busy detailed life and they value any products or services that can save time and effort. Furthermore, products that are heavily utilized by Achievers…
Open Document