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Vals Analysis Essay

The result shows that my primary VALS™ type is Innovator, and my secondary type is achiever.

Although I do not see myself as a successful person, but this result could give me an insight that I have a potential to become a successful, sophistic, and high self-esteem leader. I agree that innovators are the most receptive to new ideas and technologies, because I am a very creative and innovative person. I like to enjoy variety excitements, to experience new things, and to seek challenges in my life. Moreover, I love doing artwork in my spare time. I love travelling and go to places that I have never been. I love music and art, in which I can express my feelings, my personality, and my taste. As a customer, I would likely to pick brand products that have high recognition and quality. I believe these are the reasons that make me an innovator type customer.

As an achiever, I truly motivated by the desire for achievement. I have a goal-orientated lifestyle and a deep commitment to career and family. In addition to my Asian culture influences, these characteristics become more important to me. On the website, it says many achievers have busy lives, so they are often interested in a variety of timesaving devices. It is interest to realize that the most frequent word out of my mouth is efficient. I want to do things fast and with good quality, although sometimes I give myself too much pressure on things that lead to results under my expectations. As a customer, I prefer simple, good-looking and high quality products, just like what the website described the achiever.

Doing the VALS™ research is an interesting experience for me. I did it once in 2011; my primary VALS™ type was an experience and my secondary type was a maker. I am not sure the questions I did today and two years ago are the same, but somehow they are similar. The different results show my changing in attitudes and lifestyle. This research would definitely help companies to identify its customers. Because factors like age, education, income, attitude heavily influence customers’ wants and needs, this research will give companies a good understanding of their customers’ lifestyle and shopping behaviors. For a customer like myself, VALS™ is also a good tool to help me understand my shopping behavior and myself too.


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