VALS Survey

Since we are all individuals, the VALS survey measures the physcological motivations and resources that help us make our decisons as consumers. The survey places consumers in one of eight descriptions based on their responses to the questionnaire. The main dimensions are primary motivation and resources. According to the VALS website, primary motivation is "consumers buy products and services and seek experiences that fulfill their characteristic preferences and give shape, substance, and satisfaction to their lives" and resources is "a person's tendency to consume goods and services extends beyond age, income, and education." The eight VAL types are: Innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors.

When I took the VALS survey, the results were that i was an Experiencer as my primary dimension and a striver as my secondary dimension. According to VALS, an experiencer/striver is:
Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers 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.

I think the results are accurate and it corresponds with the target person that my group represented on Tuesday. Our target person was a young female, named Cindy, that loved shopping at Libby Lu.

The Story of Nordstrom

In 1886 John W. Nordstrom emigrated to the United States at the age of 16. He began to work in the state of Michigan and saved money to purchase a 20 acre potato farm in Arlington, Washington. In 1897 he helped with the Klondike Gold Rush and after two years he struck gold. So, he returned to seattle and married Hilda Carlson and opened a shoe store in 1901. It was named Wallin & Nordstrom. Carl F. Wallin was the cofounder of the departmnet store. Soon, John and Hilda had five children and Wallin & NOrdstrom opened up there second store in Seattle in 1923.

John Nordstrom retired in 1928 and sold his shares to his two sons, Everett and Elmer. By 1958, Norstrom had expanded to eight stores in two states and only sold shoes. They did not start acquiring apparel until 1963 and in 1968 the company's name was changed to Nordstrom Best. In 1973, the Best dropped from the company's name to assume the name of the company now, Nordstrom.

Nordstrom has 109 department stores, 56 Nordstrom Rack clearance shoes, two Jeffery Boutiques, and two final clearance stores all located in 28 different states. Nordstrom plans to open 50 stores within the next 10 years. They have already announced that they will open 26 stores by 2011.