VALS 8 Segments

High self esteem, motivated by achievement, sophisticated, successful, ideal motivated, self-expression motivated. Image is important

Value knowledge. High income but conservative. Mature, reflective people value order. Practical consumer {Ben}

Center around church, family, career, and purchase Prestige products like BMW. Image is important to them, Politically conservative. {Rachel}

Self-expressive, young, impulsive, exciteful, enthusiasm, value the new and unusual {Jeremy}

Ideal motivated, Follow routines, but not as much resources as thinkers, Conservative, centers around family, church, home

Achievement motivated but like to shop to demonstrate their ability to buy. Do not have the resources of achievers. Shop to shop

Express themselves through raising children, fixing cars, building houses. {Dad, Leroy} Less resources than experiencers like Jeremy

Nursing home residents. Got left behind by the world. Low resource elderly whose concerns center in family, They are constricted by a lack of resources. They believe the world is changing too quickly.