VALS is a psychographics research that categorizes people into segments based on people's motivation and resources. These segments are meant to be different target markets for companies and organizations to campaign and advertise with a specified variety of marketing strategies. Motivation determines what and why consumers buy the things they do, while resources determine their buying capacity. The three primary factors that govern motivation are ideas, achievements and self-expression that explain consumer attitudes and anticipates behaviour, which each have two subcategories based on consumer's innovation and resources. Consumers motivated by ideas are guided by knowledge and principles, who are than distinguished into two sub-categories: thinkers (high resources & innovation) and believers (low resources & innovation). Achievement guided consumers seek services and products that indicate success to their peers; sub-categories: achievers (high resources & innovation) and strivers (low resources and innovation). Self-expression motivated consumers desire risk and diversity in their life; subcategories: experiences (high innovation and resource) and strivers (low resources and innovation). At the top of the motivational chain are the innovators who are high in innovation and resources, these people have it all and are equally motivated by all 3 factors. At the bottom are the survivors who are low in resources and innovation, they are motivated mainly by the instinct to survive; therefore, they do not have the means to sustain any other motivations. Based on the survey, I was categorized primarily as an experiencer then as a striver. An experiencer is motivated by self-expression. As the VALS research identifies, experiencers are young and impulsive consumers who are easily excited by new possibilities that may fade away quickly. Experiencers express themselves through a variety of adventurous ways often differing in each activity as they often seek new experiences. While strivers are motivated by achievement, there are many similarities between the two. Strivers are also enthusiastic individuals who are fun loving. They are highly concerned with the opinions and approvals of others; therefore, they have a strong preference for products and services that indicate success and high value. The difference between a striver and experiencer is the fact that experiencers are high in innovation and resources while strivers are low. However, both seek social status and belonging in their own ways.
I believe as a person who values variety in my life, an experiencer is a good way to categorize me. I enjoy doing a variation of activities in my life, however, I do tend to easily feel bored as my interest spam is very limited, which is why I would invest in a lot of different entertainments. I value risk and excitement, therefore, the "newest" big thing often seem appealing in my eyes. However, I value stability in my life, so I disagree with the striver category because although I do take great joy in shopping, it is not something I feel the need to demonstrate to anyone else. I perceive money is a way of sustaining life but I don't believe it defines success in life, nor do I believe it has the greatest value in life. Strivers are people who favour trendy products that demonstrate material wealth to their peers, but in fact, I often prefer to purchase things that are efficient and economical, rather than stylish. Brand image has never been a great concern of mine and I rarely ever feel the need to invest in things for the sole purpose of its illusion.
Psychographics
VANS is mainly a shoe brand that is popular among teenagers and young adults. It is very simplistic in design, however, it still very favoured among a lot of people because the brand promotes a rebellious care-free attitude that young people want to adopt. Juicy Couture is a high end brand that sells retail merchandise, but in the ad, it is
