Theprimary VALS type is innovator and it represents a person dominantapproach in life while the secondary type is thinker and itrepresents a particular emphasis a person give to his or her dominantapproach.
Innovatorsrefer to individuals, who are sophisticated, successful, have highesteem, and take- charge of their lives. These individuals exhibitall three primary motivations in varying degrees since they have manyresources. They have the capacity to change leaders in a positivemanner. Innovators are the most receptive to new ideas and advancedor modern technologies. Additionally, they are very active consumers,whose purchase reflects cultivated tastes for services, nicheproducts, and upscale (Yankelovich& Meer, 2006).Image plays a key role in the lives of innovators. Image expressestheir taste, personality, and independence but not their power orstatus. Innovators are categorized among the established and emergingleaders in various businesses and government. They continually seekchallenges and diverse means of overcoming such challenges. Varietyis a key characteristic of innovators’ lives. A cultivated tastefor finer things in life is reflected by innovators’ recreation andpossessions. They consider problem solving, authentic products,rewarding experiences, and personal challenges as some of thefavorite things in life.
Idealsare the significant factors that drive and motivate thinkers.Thinkers are comfortable, satisfied, reflective, mature, and alwaysvalue responsibility, order, and knowledge. Most thinkers tend to bewell educated and actively seek out information in any process thatrequires one to make a decision. They have adequate information onany national events and about the world in general. Again, thinkersare always alert to any opportunities that broaden their knowledge(Yankelovichet al., 2006). They have a moderate respect for social decorum and institutions ofauthority nevertheless, they are always open and consider any newideas that come along their paths. Indeed, thinkers are practical andconservative consumers who pay close attention to value,functionality, and durability of any products that they settle tobuy. Proven products, finances management, being a smart shopper, andinformed discussions or debates are some of the things that thinkersconsider as favorite.
Didthe characteristics identified by the Val survey match yourperceptions of your personal consumer buyer behavior?
Somecharacteristics identified by the Val Survey match my perceptions ofmy personal consumer buyer behavior while others do not. Forinstance, I find myself visiting and purchasing more at the groceryafter a pay day when I have cash in my pocket than I do at othertimes. This is a clear indication that sometimes I fail to takecharge of my life hence, I sometimes find myself regretting forbuying things that I had not planned for. Again, I find myselfindulging in impromptu buying when a friend of mine, who sellcrockery and other kitchen stuffs, come to visit me. She always findsher way in convincing me to buy her goods. Therefore, I am forced tobuys goods that I had not planned for since I do not want to lookcheap or disappoint my friend by not buying any good from her.Despite this I pay close attention to the image of any product that Ido purchase I never purchase a product that does not match my tasteof color. For instance, most of my clothes are blue, pink, and purplein color I am always in love with colors. Again, my curtains areeither brown or blue in color in order to match with the colors of mycarpet or sofa sets.
Werethe results what you expected?
Mostof the results matched my expectation but others did not. Forinstance, I was categorized as an innovator who pays close attentionto durability of purchased products. Sincerely, I did not expect thisresult since I rarely pay close attention to the durability of anygood that I purchase. I only consider the image of a product if itmatches my taste I buy it instantly otherwise I leave it. This isattributed to the fact that I do not like staying with a good, likeclothes, for a long period of time since I strongly believe in changeof fashion with time. However, the result that classified thinkers asindividual who continually seek information and knowledge beforemaking a crucial decision matched my expectations. I am always on theinternet and current books seeking for information about variousevents that happen in our nation and all over the world. This isbecause I strongly believe that when an individual is fully equippedwith knowledge and information he or she can make a fine decision orguide others in making crucial decisions. Additionally, I alwaysvalue and take responsibility of my actions regardless of whetherthey have impacted my life in either a positive or negative manner.
Werethere any surprises?
Itcame as a surprise to be classified as an innovator who continuallyseeks challenges and ways of overcoming such challenges. I fearencountering challenges since most of the times they make me feellike a loser when I do not overcome them.
Yankelovich,D & Meer, D. (2006). Rediscovering Market Segmentation. HarvardBusiness Review,1, 1–11.