Segmentation and Targeting

Segmentation and Targeting

After taking the VALS survey my results came back as the primary type is strivers, and my secondary type is achievers. I understand that the primary VALS type represents my dominant approach to life, and the secondary type represents a particular emphasis on the dominant approach. Members of the VALS group, strivers, show revolving employment, or high temporary unemployment. They use video games as a form of fantasy, are fun loving, and imitative. They have the desire to better their lives but have difficulty realizing their desire. The survey shows they rely heavily on public transportation, and also wear their wealth.

Based on what the survey says, I fall into the category of a striver. Looking at what some of the attributes are I don’t feel they match closely at all to my lifestyle. The first trait it shows is that of high revolving employment, or high temporary unemployment. I have been at the same job for almost 13 years. I have bartended/managed at the same establishment, and I love my boss’s and co-workers. The only reason I am looking to leave now is because unfortunately there is no future in this business, unless I plan on buying a bar. The money and schedule flexibility have been great but being on my feet for 10-11 hours a night and working until 3am is showing to be too much for me. I want to further myself and find a career I can love as much as I have bartending. Next this category shows a use of video, and video games as a form of fantasy. I have never been a video game person. The only type of video I like are horror movies, and I don’t believe that is what they are talking about. I have had my own vehicle since I was 16 years old, and I am absolutely not a showy person. The only things you could say I wear that might draw attention are my engagement ring, and my tattoo’s. I am proud of both of those things so I do not hide them. The one attribute I will agree with is I am fun loving! In total I don’t feel that the majority of these survey results match my lifestyle at all.

The second type the survey said I am is an achiever. Some of the attributes this category exhibits are shown to have a “me first, my family first” attitude. They are committed to their family and job, but also are hardworking, goal oriented, private, professional, and are peer conscious. They believe money is the source of authority, and value technology that provides a productivity boost. This category I feel hits closer to home then the last one. When they refer to the “me first, my family first” attitude I somewhat exhibit that, but not fully. I will absolutely put my family first and foremost before everything. They are my support system and I would drop anything for them if they needed. I have no problem working hard for what I want in life. I feel that if things are just handed to you, you don’t necessarily appreciate them as much as if you had worked for them. I am a private person until I get to know you and trust you, but also am very peer conscious. I call myself a pleaser. I like to make sure everyone is happy or at least as happy as they can be. I also do value technology that provides a help with productivity, but do not believe that money is the source of authority.

Lifestyle is more than a social class or a consumer's personality, it encompasses a consumer's patterns of action and their interaction with the world around them. When utilized affectively, the lifestyle concept helps marketers understand changing consumer values and how they affect consumer buyer behavior. From a marketer’s standpoint there are pros and cons of collecting such information. Researching consumer lifestyle data can be very beneficial. This data recognizes that the way people live (lifestyle) influences what they purchase as much as where they