VALS Survey - VALS PDF

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Dr. Frank R. Veltri Vals Survey Response BA 317 VALS Survey Response My two categories I fit into: Experiencers: high resources and a self-expression motivation • Want everything • Are first in and first out of trend adoption • Go against the current mainstream • Are up on the latest fashions • Love physical activity (are sensation seeking) • See themselves as very sociable • Believe that friends are extremely important • Are spontaneous • Have a heightened sense of visual stimulation.

Innovators: exhibit all 3 primary motivations in varying degrees • Are always taking in information (antennas up) • Are confident enough to experiment • Make the highest number of financial transactions • Are skeptical about advertising • Have international exposure • Are future oriented • Are self-directed consumers • Believe science and R&D are credible • Are most receptive to new ideas and technologies • Enjoy the challenge of problem solving • Have the widest variety of interests and activities.

1) VALS: Do you think you fit into these categories? Why or why not? I definitely believe that I fit into these categories of experiencers and innovators. My primary type was experiencers, and all the points describing this group speaks to me. I certainly like to keep up with trends and understand what is going on, but I am not afraid to add my own personal spice and essentially go against the main stream. I am an athlete and I love participating in physical activities. Whether that be indoors or outdoors, staying excited or exploring new adventures, they all resonate with my personality and actions. Being spontaneous is in my blood, doing fun activities last minute is amazingly exciting! I also believe that family and friends are extremely important because they are the people that will be there for you and you have characteristics that essentially reflect the five closest people you’re constantly around. 2) VALS: What product or service do you buy that fits in these categories? The first product that came to my mind that I believe fits in these categories would be Nike. Nike is a brand that reflects “athleisure” wear, serving in both practical and aesthetic purposes. There are many clothing options within Nike that is fashion-forward, but still represents my personality and deep interest in keeping active. The brand is spontaneous, in a sense of constantly creating innovative products that keep me on my toes. When I wear Nike products, I see myself part of a sociable community and building that sense of belonging with the brand brings me much joy and conversation amongst many friends. Nike also fits in the innovators category, as they have international exposure, are future oriented, believes that R&D is credible, are receptive to new ideas and technologies, and is a company that makes high financial transactions.

I am completely loyal to the Nike brand and I know the quality I am getting for the price I am paying. 3) Visit Nielsen PRIZM: Compare VALS and PRIZM, what are the basic differences between these two sites? The basic differences between these two sites is that PRIZM doesn’t personalize a quiz or survey to your particular personalities. Instead, PRIZM provides 66 segments that are divided up based on various characteristics such as income, occupation, education, etc. They have “rich and comprehensive insights about consumer behaviors, shopping patterns and media preferences,” which is beneficial to understand the potential consumers out there. VALS segments adults into 8 distinct types or mindsets based on psychological traits and key demographics that affect consumer behaviors....