VALS 2

Newer version of VALS. It describes American market segments in terms of demographic and lifestyle factors and classifies consumers in eight basic lifestyle groups: actualizers, fulfillers, believers, achievers, strivers, experiencers, makers, and strugglers. Each group is based on two major dimensions: self-orientation and resources. Self-orientation comprises the attitudes affecting consumer buying approaches and resources including income level, education, self-confidence, health, eagerness to purchase, and energy level. Resources increase from youth to middle age and decline with old age. VALS 2 is an extremely useful classification system for segmenting consumers.