target audiences of retailers.

After reading about and taking the VALS survey, I was just really confused. I didn't quite understand how that survey could convey anything about a consumer? The responses they gave you were things like "thinkers", "strivers", "believers", etc. Yes, I believe the type of person you are and your goals in life may influence the places you shop at, but it's more about your personal style and taste. Some business men wear suits all day but go home and change into crazy punk rock attire. 

As for target audiences, I think most retailers do a really really good job of gaining a lot of business from their target audience. My group in class Tuesday had Libby Lu and I know from experience with my younger sister, the brightly colored signs and interior decorations definitely attract the attention of little girls. Inside the store the employees also do a really good job, not only with the kids but the parents. They work really well with the kids, literally making them a princess for the day and they know how to sell their products to the parents with the pricing and seeing how the attention the kids receive puts their little girl in a good mood. I can't imagine any parent saying no to a happy and content child vs. a screaming. kicking mad one. 

I don't really think the VALS test and target audiences compare. I think retailers get a lot more information from actual costumers than the VALS test. I just don't understand how exactly it helps with anything in retail, or telling you what kind of consumer you are. The survey told me I was a "achiever" and "maker" and to me that seems a mix between business wear/ bohemian style and neither describe my fashion taste at all. Who knows, I may have completely misunderstood this assignment but I just don't agree with my interpretation of the VALS test.