Sample Marketing Essays on Values and Lifestyle Discussion

Values and Lifestyles (VALS) classifies people into eight mindsets premised on their psychological traits and demographics that characterize consumer behavior. VALS are categorized into three notable primary motivations – ideals, self-expression, and achievement. Consumers motivated by ideals embrace knowledge and principles, those motivated by achievement regard products and services as a measure of success to their peers, and those who are driven by self-expression regard variety, social activity, and risk. A self-assessment indicated my VALS characteristics as primary type (Achiever) and secondary type (Innovator). The results accurately represented the factors driving my consumer behavior. VALS provides a seamless and succinct view of the consumer attitude and the anticipated behavior.

The lifestyle characteristics of achievers include; being fully scheduled, placing personal and family interest first, upholding status quo, and having a belief that money is the source of authority. I am motivated to achieve. Hence, I approach work with a sense of duty, especially now that I have a family. My priority is my family, and I will do what I can to provide for their needs. Innovators, on the other hand, are characterized by their confidence to experiment, receptive to new technology and ideas, problem solvers, self-directed consumers, and remain keen on other people’s interest (Karasev 276). VALS is, therefore, invaluable in defining personal motivation to consumption behavior.

Understanding a consumer beyond demographics and behaviors is imperative to developing a marketing strategy for a new product. However, I am very skeptical about advertising. I often undertake a research on a product or brand to come up with own opinion. Consequently, depending on the product being sold, marketers can use VALS data to modify their tactics to target their clients.

Work Cited

Karasev, Alexander P. “Adaptive methods for creating consumer lifestyle models.” Applied Marketing Analytics 5.3 (2020): 266-281.