1. VALs
From the survey I was a Striver and a Believer. The primary VALs type represents my
dominant approach to life. The secondary classification represents a particular emphasis I
give to my dominant approach.
Strivers are trendy and fun loving they are motivated by achievement. They’re usually
concerned about the opinions and approval of others and money defines success for
strivers. They tend to favour stylish products that emulate the purchases of people with
greater material wealth. Many strivers see themselves as having a job rather than a career
and a lack of skills and focus often prevents them from moving ahead. Shopping is both a
social activity and an opportunity to demonstrate to peers their ability to buy, as consumers
they are as impulsive as their financial circumstance will allow.
A believer is motived by ideals; they are conservative, conventional people with concrete
beliefs based on traditional, established codes: Family, religion, community etc. Many
express moral codes that have deep roots and literal interpretation. They follow routines
organized around the home, family, community and social or religious organizations to which
they belong. They tend to stick to familiar products and established brands.
I agree with some aspects of the categories such as being motived by achievement in the
strivers category. However, I disagree with things such as favouring stylish products and
having concrete believes based on traditional established codes such as family and religion.
I also don’t see shopping as a social activity or an opportunity to demonstrate my ability to
buy to peers.