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¶ … Strategic Business Insights website explores information VALS: http://www.strategicbusinessinsights./vals/ustypes.shtml Click types read descriptions define behavioral classifications.
My VALS types:
Consuming as an innovator (primary type) and achiever (secondary type)
According to my survey results, my primary VALS ™ type is that of an innovator and my secondary VALS type is that of an achiever. Innovators are "successful, sophisticated, take-charge people with high self-esteem…They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services" such as educational vacations, specialty juices and bottled waters which are promoted upon intangible aspects such as personal fulfillment and health. While innovators do engage in a form of conspicuous consumption, they do so to promote their tastes and values, less so to make an ostentatious show of wealth. "Their possessions and recreation reflect a cultivated taste for the finer things in life" (VALS, 2013, Strategic Business Insights). However, my secondary achievers profile is very much the opposite of this orientation: "achievers have goal-oriented lifestyles and a deep commitment to career and family" and can be somewhat conservative, because...
I like to go to concerts and events rather than simply go shopping. I think I am open-minded because I am willing to try new foods and products. I do not 'follow fashion' and I have my own style. I am very interested in personal fulfillment. I do not think I am conservative like an achiever, but the profile notes that achievers tend to value money-saving devices and like to be organized. I admit that I am always trying to organize my life to maximize the greatest potential value from every possible second.
I think the factors of culture and life stage are the most significant determinants directing me into those categories. Someone who is culturally more liberal and from the East Coast and has a wide variety of friends with different styles is more likely to embrace innovation. I have an interest in non-mainstream activities and niches. Age is another determinant: a young consumer with changes brand preferences, my life choices are more likely to be 'out of the box.' Without the obligations of a family or a mortgage payment, I have more funds to explore innovations such as the latest media and fashion. But I also like to feel that what I am buying has some quality,…
References
Garmin. (2013). Sport Touring Net. Retrieved:
http://www.sport-touring.net/forums/index.php/topic,45263.0.html#.UfGdOG3Mv5M
Kraft Mac & Cheese takes it to the streets. (2012). Digital and Dirt. Retrieved:
http://www.digitalanddirt.com/2012/10/11/kraft-cheese-takes-it-to-the-streets-2/
http://www.strategicbusinessinsights.com/vals/presurvey.shtml
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