VALS 2 is a segmentation method which slices the market (or potential customers) into 8 groups.
The segmentation variables are 1) Self Orientation and 2) Resources
The 8 lifestyle groups are:
Actualizers, Fulfillers, Believers, Achievers, Strivers, Experiencers, Makers, and Strugglers.
Let us look at each one of them.
Actualizers- High income and high resource group for whom independence is very important
Fulfillers- well educated rational thinking consumers
Believers- more social in nature and believe other consumers. Also called word of mouth consumers.
Achievers- want to excel at their job and follow successful things
Strivers- do not have resources but want to become achievers
Experiencers- have high resources but also need a mode of self -expression and love to indulge
Makers- have limited resources and want to make themselves better individuals
Strugglers- have the least resources and thus, are the least likely to adopt any innovation