Values are our ideas about what is desirable (Wilkie).
Values are those things that really matter to each of us ... the ideas and beliefs we hold as special. Caring for others, for example, is a value; so is the freedom to express our opinions.
Kahle’s list of values (1983)as follows:
1. Self respect
2. Excitement
3. Being Well respected
4. Self-fulfilment
5. Sense of accomplishment
6. Warm relationship with others
7. Security
8. Fun and enjoyment
9. Sense of belonging
At the current time my education and good relationship with others is a top value. My prime target is to achieve a degree in the subject that I am studying. This is my ambition that I seek to achieve for my own satisfaction. The values that I place on relationships is secondary to the above target but in later years will replace what I am trying to achieve at this moment in time.
Values are also important in marketing efforts. They are used to create interest in new products using customer profiles generated in current products. This knowledge of consumers can influence the purchasing and consumption. Consumption activities are related to the set of values a person possesses in that people purchase products to achieve value related goals(Solomon,1996). To help businesses develop and evaluate marketing strategies there are many marketing and consulting tools available.
- The VALS system is one example which identifies opportunities based on consumer and marketing behaviours. Ref: http://www.sric-bi.com/VALS/presurvey.shtmlpresurvey.shtml
By taking a VALS survey it is possible to find out the consumer behaviour type which in my situation is experiencers and strivers.
At the current time my education and good relationship with others is a top value. My prime target is to achieve a degree in the subject that I am studying. This is my ambition that I seek to achieve for my own satisfaction. The values that I place on relationships is secondary to the above target but in later years will replace what I am trying to achieve at this moment in time.
Values are also important in marketing efforts. They are used to create interest in new products using customer profiles generated in current products. This knowledge of consumers can influence the purchasing and consumption. Consumption activities are related to the set of values a person possesses in that people purchase products to achieve value related goals(Solomon,1996). To help businesses develop and evaluate marketing strategies there are many marketing and consulting tools available.
- The VALS system is one example which identifies opportunities based on consumer and marketing behaviours. Ref: http://www.sric-bi.com/VALS/presurvey.shtmlpresurvey.shtml
By taking a VALS survey it is possible to find out the consumer behaviour type which in my situation is experiencers and strivers.
Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencer
s quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.
Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.Strivers are active consumers because 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.
s quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.Strivers are active consumers because 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.
To sum up the VALS results describes my personality and consumption behaviour to a level of 90%
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