VALS Analysis
VALS analysis
VALS, an acronym of Values Attitude and Lifestyle is one of the major consumer behavior analysis tools for performing psychographic breakdown. The terms used for the survey presents an intangible nature for gauging the hidden nature of the consumers. The idea behind the survey given is that when a consumer’s thinking is known, and then the best communication approach can be devised to lure them to the product. Therefore, the best way to identify what the perception of the consumer about a certain product is through getting to their minds. The best way to achieve this is by determining the consumer’s VALs – Values, Attitudes, and way of lifestyle.
The major aspect that has defined my behavior in relation to the two classification descriptions is the influence of family. Family values have been the influencing factor to the choices that I make as a consumer throughout my life. Furthermore, my religion as a Christian has influenced how I perceive various issues that affect my social life. The effects of these factors in my life there play some significant roles in the way I respond and behave as a consumer towards some of the products out there in the market. The survey’s result indicates that my primary VALS type is a Striver while the secondary type is a believer.
Looking at the primary classification description as a Striver, I would partly agree with the results since there might be some bahavourial patterns on my part that can be attributed to the description. VALS describe strivers as those types of consumer groups that want to attain some levels of achievement but lack the resources to attain them. Strivers are considered as those consumer groups that can attain the levels of achievement if given the required resources(Bhasin, 2014). As a student with a young family, I can attribute the fact that getting the resources to meet all my needs and family requirements sometimes influence the decisions that I make as a consumer on the products that I would buy or get from the market.
The purchasing behavior and consumer behavior of a young person transitioning from life as a single person to that of a family has a great influence on their behavior as consumers. From a tender age, family choices often have influence on the young as well as elder members on the way they purchase their products(Darity, 2008). A family that is a strong follower and believer of religion often tends to be guided by their overall belief in the values promoted by that religion. The secondary group classification from the survey indicated that I am a believer. I consider my religion as a Christian as a pointer towards this kind of consumer behavior.
The factors that have influenced my consumer behavior and has most certainly made some significant contributions to landing me in the two VALS categories are; ethnicity, religion, gender, age and most importantly family. I believe that my ethnicity as a Caucasian has contributed to some of my choices as a consumer like decisions on what skin products to use among other things. As I had highlighted earlier, my strong religious background as a Christian also plays an important role towards the consumer behavior that I have. Strong moral values presented in my religious beliefs make me choose on which products to consider in the market that would certainly not go against my religious belief. As a young woman, some of my consumer decisions and preferences are informed according to the overall gender attitude and age. Factors such as fashion tastes among others are always made on the basis of what ticks as a result of my gender and age. I believe that all these factors have some significant role in the way the survey test results put me into the two consumer group classifications.
Examples of products/brands that promote and target one or more of these groups
There are various brands that make their targets on the various categories or groupings of consumers. For example, a cloth retail chain might make adverts and promotions that pitch the sale of trendy clothes. The sole purpose for this kind of advert might be directed to the youths and young adults who find such trendy clothes fashionable(Assael, 2007). Another example of such brands or products that make specific targets to more of these consumer groups can be found in the banking and the insurance sector. The banks and insurance companies might target certain categories of consumers; say the employed, to purchase their products. Below is an insurance advert that targets young people to buy their products. The brand makes some appealing information to the target group and makes the best stance on what it feels should be the best way for the young people manage their future.
Image (“Do you Got Insurance”, 2016)
References
Assael, H. (2007). Consumer behaviour. Milton QLD: John Wiley.
Bhasin, H. (2014). Vals framework - Values attitude lifestyle - Vals model. Retrieved from http://www.marketing91.com/vals-values-attitude-lifestyle/
Darity, W. A. (2008). International encyclopedia of the social sciences. Detroit, MI: Macmillan Reference USA.
Got Insurance. (2016). Got Insurance. Retrieved from http://doyougotinsurance.com/
