Do you think these categories are truly reflective of your psychographic profile?

VALS (Values and Lifestyles) is a marketing and consulting tool developed by consumer futurist Arnold Mitchell. Its intent is to “maximize the ability to predict consumer behavior” based on an analysis of lifestyle and personality traits. Market researchers have found that this aids in analyzing and predicting consumer preferences and choices in purchasing behavior.Next read the section describing The VALS™ Types (http://www.strategicbusinessinsights.com/vals/ustypes.shtml). Note that this instrument places consumers into one of eight segments based on their responses to a questionnaire. There is primary motivation (horizontal dimension) and resources (vertical dimension).Resources are broadly defined to include income, health, education, and self-confidence. Primary motivation includes three (3) different self-orientation patterns, including principle-oriented (directed by your beliefs), status-oriented (desire for approval by others) and action-oriented (desire for activity, variety or risk taking). Click on and review each of the 8 VALS types.http://www.strategicbusinessinsights.com/vals/presurvey.shtmlNow, click on the VALS Survey link () and take the survey, answering each of the questions and click submit. Note that you will be redirected to a Web page displaying your results within about 5 – 10 seconds. Your results will not be emailed to you. Instead, copy and paste the description provided for you. (Remember that you will need to capture the data or print it out before you leave their website, because they will not send you follow up email with your results and you will need them to answer the assignment questions.)If you need additional information or help, click on the link entitled Survey Help/ Vals FAQ in the VALS website or go directly to the Survey Help / VALS™ FAQ. After you have identified your results, answer the following questions based on your results:Identify your primary and secondary VALS category (or segment) based on quiz results and describe them.Do you think these categories are truly reflective of your psychographic profile?How do you feel about the results of the survey? Do you agree or disagree with your results? Why or Why not?How would a marketer utilize such psychographic information to influence consumer purchases?