VALS 2 is the new version of VALS. It describes 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 the 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.
VALS 2 Segmentation:
VALS 2 (values and lifestyles), attempts to profile customers by grouping them into three orientation categories: principle oriented, status oriented and action oriented; and splitting these categories again according to the resources people have at their disposal
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