Values, Attitudes, And Lifestyles System (VALS-2)

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Definition: Values, Attitudes, And Lifestyles System (VALS-2)

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


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