VALS

Thinkers- is a category of people who are motivated by ideals. Order, knowledge and responsibility are important to them. They are well educated. Reasonable incomes.

Values are: Durability, functionality, value in products.

My father, same values, durability, functionality and value in products. Responsible.

Believers- is a category of people who are motivated by ideals. Moral codes and established order are important to them.

Values are: Familiar products and tend to be loyal customers.

Me, I am very brand driven, established order is imperative.

Achievers- Motivated by the desire to succeed and are goal orientated, they are not big TV watchers and are time savers because they are always busy.

My mother, is quite busy most of the time, has small, daily goals which she strives for. Very rarely does she not achieve.

Strivers- Want to be something, but can’t quite get there, they are active consumers (as much as allows).

Me,

Experiencers- they are motivated by self-expression. They will try anything, go out and do anything. They are people that are enthusiastic and are Avid consumers.

Sister, very enthusiastic and outgoing.

Makers- Motivated by self-expression, practical work is a focus, tend to be suspicious and they are people that tend to be unimpressed by material possessions. They are more comfortable with basics rather than luxury gifts.

My father, lots of pratical work, unimpressed by material possessions.

Innovators- Large disposable income, and they are people who enjoy the finer things in life. They are successful and sophisticated.

My sister, enjoy finer things in life, successful, a little bit sophisticated.

Survivors- People with few resources are considered survivors. They will be loyal to familiar brands and are modest consumers.