Thursday, December 18, 2003

ET4 Project 2 - VALS Survey Analysis

Des Manttari
ET4 – EXTRA CREDIT 2: VALS Survey
Prof. J. Novak -- December 16, 2003.

VALUES AND LIFESTYLES SURVEY

I. VALS: Overview and Questionnaire.
SRI Consulting Business Intelligence (www.sric-bi.com) is a website which provides an online Values and Lifestyles Survey (hereinafter, “VALS”) in order to collect psychographic information on individuals for marketing purposes. The survey is broken down into 40 questions. At a glance, it is structured very similarly to evaluations used in Human Resource Consulting firms to determine personality traits for hiring purposes. Several of the questions are mere rewording of previous questions. For example, question 12 states: “I dress more fashionably than most people” while question 19 states: “I like to dress in the latest fashions.” The first 35 questions offer four response choices as follows: mostly disagree, somewhat disagree, somewhat agree, and mostly agree. My answers tended to show that I am a person who tends toward stability, avoids change and excitement, does not care for trends, and who is highly intellectual and likes to invent things.
The remaining questions were created to secure the standard demographic information based on sex, age, educational level, and income bracket. Of course, no marketing survey would be complete without acquiring a valid email address for potential marketing campaign attempts.

II. Analysis of the VALS Type in Context and Segments.
After completing the survey, I was given an explanation of my VALS type in context. According to the explanation given, “VALS measures the underlying psychological motivations and resources that many consumers share that predict each group’s typical choices as consumers.” It boldly asserts that although I may not agree with the final assessment, that the “description that we provide you should form an overall portrait that, as a whole, reflects you as an individual fairly well.” Based on the results of the questionnaire, VALS “places U.S. adult consumers into one of eight segments based on their responses.” The horizontal dimension of primary motivation consists of ideals (Thinks and Believers), achievement (Achievers and Strivers), and self-expression (Experiencers and Makers). The vertical dimension of secondary motivation is either as Innovators who possess high resources and high innovation or Survivors with low resources and low innovation. The VALS survey argues that mere demographics are insufficient to determine consumer product choices and that “energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity play a critical role.”

III. My VAL Survey Results: Innovator/Achiever.
Based on my answers to the VAL questionnaire, my primary VALS type is “Innovator” and my secondary type is “Achiever.” I was told that my primary VALS type represents my “dominant approach to live.” My secondary classification “represents a particular emphasis” I give to my dominant approach. It was further explained that “consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers.” A detailed analysis of my Innovator/Achiever status was provided on the site. Innovators are “successful, sophisticated, take-charge people with high self-esteem.” We are most receptive to new ideas and technologies. Furthermore, we are “very active consumers” whose purchases “reflect cultivated tastes for upscale, niche products and services.” I was told I crave variety and that my “possessions and recreation reflect a cultivated taste for the finer things in life.” This is interesting, since I stated that I “mostly disagree” to a lot of variety in my life (question 3) and that I “mostly disagree” with trying new things” (questions 17 and 32). Since my answers tended to be on the intellectual side and that I tend to like to make things, I came across as a consumer who did not indulge in the latest trends and who would probably buy established quality products.
My “Achiever” evaluation seemed to go hand-in-hand with my “Innovator” status in that “Achievers are active in the consumer marketplace.” Based on my answers that I did not like change, I was evaluated as being “politically conservative,” living a “conventional lifestyle,” and as someone who respects authority and the status quo. The analysis stated that I ‘value consensus, predictability, and stability over risk, intimacy, and self-discovery.” This assessment is true to the answers I provided. As a consumer, I was told I tend toward “prestige products and services” as well as “ a variety of time-saving devices.” Based on my intellectualism, my life is apparently structured around family, my place of worship, and work. This reflects my “somewhat agree” answer to question 27 pertaining to a “woman’s life is fulfilled only if she can provide a happy home for her family.”

IV. Marketing Methods Which Will Be Attempted On Me.
Based on my answers to the VALS survey and my provision of an email contact, I expect that I will be contacted in the near future for products which fit my Innovator/Achiever profile. Combining my need for prestige established products and time-saving needs, I will probably be solicited for state-of-the cart technological products such as computer systems, personal organizers such as Palm Pilots, various wireless and portable communication devices, and electronic gadgets such as I-Pods, video gaming devices (PlayStation 2 consoles and games being the most established), DVD players, and Internet business-related services. Since I indicated that family and work is important, I will most likely be offered products for an assumed spouse and children. Since I am earmarked as someone who desires to impress peers, I will be offered conservative clothing and accessories such as expensive jewelry and watches. Based on being an intellectual, I may receive special discounts from bookstores such as Amazon.com, Borders, or Barnes & Noble, depending on any affiliate programs that are tied into their marketing strategies and relationships with various vendors.
According to an article on the SRI Consulting site entitled, “Who Will Buy Intelligent In-Vehicle Products?” and my Achiever profile, am supposedly the “true mass market” target consumer for in-vehicle intelligent transportation systems (IT) products. The article states that “Achievers follow Actualizers in their product-acceptance behavior. Achievers are successful career- and work-oriented people who tend to make purchases as a show of status.” Vehicle safety and control products will be pushed on me. In another article entitled “Video-Game Consoles: Web Interface of the Future,” I seem to be a targeted family-oriented consumer of video game consoles which wireless, broadband links and home peripheral devices. I will be offered discounts on state-of-the art products based on digital information, communications, and entertainment.

ET4 Project 1 - CocoeBiz Analysis

Des Manttari
ET4 – EXTRA CREDIT 1: Online Ordering
Prof. J. Novak -- December 16, 2003.

ONLINE ORDERING EXPERIENCE: COCOEBIZ.COM

I. CocoeBiz.com: Business Overview and Product Line.
CocoeBiz (www.cocoebiz.com) is a business-to-consumer (B2C) e-commerce company based in Japan, owned by CocoeBiz L.L.C. and run by Ms. Kahori Ezaki, which specializes in video game music, anime music, and “other related entertainment goods that are released in Japan.” Her business has its humble beginnings as a sole proprietor seller (coco74) through the online auction venue of eBay since 1999. Several years later, her stellar customer feedback, timely shipping, ever-growing relationships with game composers and distributors, and ultimate financial success allowed her to branch out into her own corporate website. CocoeBiz’s product line includes not only rare and out-of-print soundtracks, but also the latest products through its Japanese distributors. Her online product catalogue is extremely impressive. Not only does she stock the game music fan’s must-have soundtracks from game music powerhouses Capcom, Digicube (known for its “Final Fantasy” flagship series) and Falcom (of “Ys” and “Sorcerian” notoriety), but she offers the funky dance beats of “Jet Set Radio Future,” the heavy metal guitar of the “Guilty Gear XX” series, the soothing melodies of orchestrated compositions and many classic Namco and Sega tunes. She is the treasure hunter of rare gaming soundtracks. If there is something a customer must have, she is there to find it at the best price within the fastest time available anywhere in the world.
In addition to the online store, CocoeBiz promotes “Japanese composers, artists, music and entertainment products on an international level.” The business provides “Internet airplay for our clients' products, music distribution, CD and entertainment marketing on applicable products.” The site’s list of represented composers is impressive, including noteworthy Yusunori Mitsuda of “Chrono Cross” and “Chrono Trigger” fame and Motoi Sakuruba who is known for his stunning compositions of “Valykrie Profile” and “Star Ocean: The Second Story.” Additionally, Ms. Ezaki has formed a close professional relationship with Noriyuki Iwadare who won the Best Game Music Prize on three separate years for “Lunar: Silver Star,” “Grandia,” and “Grandia II.” Composer interviews, music discography, and music samples provide the game music fan with a plethora of information. Ms. Ezaki provides photographs of herself with these composers, and her smiling face adds yet another layer of personalization to her site in addition to credibility in her alliance with the powerful game music community.

II. Site Navigation and Usability.
CocoeBiz is a customer-oriented site in terms of its clean design, carefully thought out navigation scheme, and fast-loading time. The site has to-the-point breathe and depth navigation menus organized with the customer’s needs in mind, filled with helpful information and ordering ease. Her FAQ page has been honed through years of customer questions and concerns. Her contact information is readily available and an “About Us” page which makes the customer feel confident in ordering both online and overseas. She understands the need for a sense of online community with her customers and thus provides not only a mailing list (utilizing the killer ap of email advertising) and a survey form, but a discussion forum as well in which customers can communicate with one and another and where she can keep a vigilante eye open for opportunities to best serve her customer’s evolving and ever-growing needs. Her “News” page keeps the customer abreast of new releases and developments on the site. Under her “Community” section, she rewards her loyal customers with various contests, guaranteeing their repeat business. Her customer’s opinions are valued in a “Review Cart” area. There is a definite sense of viral and buzz marketing permeating on her site. Based on Ms. Ezaki’s own participation in her online forum, anyone can see that she is not only extremely knowledgeable in her field, but is radiating with enthusiasm to help her customers and a genuine love for video game music.

III. CocoeBiz Online Ordering System.
There is a comprehensive “Shopping” section on the website. Ms. Ezaki continues with her eBay auctions, proudly boasting “2000 flawless transactions” with “1000 happy and returning customers”, selling only “100% authentic Japanese products and NO reproductions or bootlegs of game and anime music CDs.” She ships internationally, hosting a list of numerous countries, where she provides service via EMS Priority Mail, registered airmail, and registered SAL. She provides a tracking service for products shipped via EMS to nineteen different countries. In addition to being a B2C service, CocoeBiz is a B2B service for wholesale orders of certain catalog items. Her store policy is very personalized, allowing the user to place pre-orders and to return items within a very generous twenty-one day return period. Her personalization continues in her flexible payment methods. The customer can pay U.S. cash via Registered Mail, International Postal Money Order, and credit card payments through Paypal or Trustcommerce. To help the first time customer, she provides information about these payment methods and images of which types of money orders are acceptable and not acceptable. She guarantees that the customer’s credit card information is received through SSL, a “secure transmission format.”

IV. My Personal Ordering Experience.
The efficiency of CocoeBiz’s online ordering system is first-rate. A “How to Order” page walked me with a gentle hand through the ordering process. An explanation of the pricing system allowed me to calculate the Yen to Dollar exchange rate. A shopping cart is ready for my orders, allowing me to place multiple orders, knowing very well that I couldn’t just order one soundtrack based on her impressive catalog. After my order was placed (and my bank account was happily depleted!), I received an automated email confirmation with the details of my order, including the payment and shipping options I had selected. Not only did I receive yet another email when my order was processed, but a shipping confirmation email with my EMS tracking number included. Now all I had to do was track my prized soundtracks through their flight overseas.
The products arrived within a week, were packaged extremely carefully, and with a very nice personalized note. As promised, the items were all original Japanese soundtracks, factory sealed. Based on my online ordering experience with Ms. Ezaki’s website and my previous years of buying experiences through eBay and special orders via email, I am once again one of her extremely happy and returning customers. Not only have I recommended her services and products to others, I know with confidence I will use her services for years to come and that there will always be too many soundtracks I will have to start saving my money to purchase! I highly recommend this site.