Marketing 5th Edition by Dhruv Grewal,Michael Levy

Exercise 12

Go to the VALS website (http://www.strategicbusinessinsights.com/vals/presurvey.shtml), and click on the link to complete the VALS survey. After you submit your responses, a screen will display your primary and secondary VALS types. Click on the colored names of each segment to get additional information about them, and print out your results. Assess the extent to which these results reflect your lifestyle, and identify which characteristics accurately reflect your interests and activities and which do not.