Blog #3: My opinion of the VALS survey and target audiences for retail stores

When I went online to do some research about some of the target for retail stores, such as R.E.I. and Target, I decided to do the VALS Survey. After I completed the survey, I didn't think that the VALS Survey was accurate. One of the reasons why I thought that this test was not accurate was because some of the questions that I responded to did not apply to any of my interests or my lifestyle. Although I didn't think that the VALS survey was accurate, I also didn't that, based on my responses to the questions on the survey, that the lifestyle that I was classified in actually fits my personality.

Although I didn't think that the VALS survey was accurate or agree to it, I do think that this survey corresponds with the target audience of R.E.I. This survey asks plenty of questions that pertains to the lifestyles, attitudes, and hobbies of the target market of the R.E.I. retailer. Plus, this survey also asks questions about how the target person spends his/her money and time. Lastly, this survey corrresponds with R.E.I.'s target audience because this survey can correspond with target audiences of any age, even in the 30-45 year old category.

Ross "dress for less"- history

Ross stores, mainly ROST, a chain of American off-price department stores, is the nation's third largest off-price retailer. Ross department store was first opened in San Bruno, California, in 1957 by Adali Baer. Ross' format was changed to an off-price department store in August 1982, when Stuart Moldow and Donald Rowlett took charge of the Ross business. Modow became chairman of Ross department store and Rowlett became new president of Ross, following Ross' acquisition.

Today, the ROST company operates 771 stores in 21 U.S. states and Guam, covering a majority of the country, except fpe New England and Alaska. Some of the U.S. states where Ross is established are California, Washington, Utah, Arizona, Texas, and, yes, including North Carolina.Ross also operates dd's Discount's chain of clothing and furniture stores, which are created to cater mainly to lower-income customers with lower prices. Ross stores' main mission is is to offer competitive values to customers by focusing on these main objectives: to achieve an appropriate level of brands and labels at strong discounts throughout the store, meet customers needs on a more regional basis, and deliver an in-store shopping experience that reflects the expectations of the off-price consumer. Today, some of Ross' competition include T.J. Maxx, Stein Mart, and Marshalls.