<p>Psychographics: Values and Lifestyle</p><p>VALS2 Categories:</p><p>Actualizers, who have the highest incomes and such high self-esteem and abundant resources that they can indulge in any self-orientation. Image is important to them as an expression of their taste, independence, and character. Their consumer choices are directed toward the finer things in life. They constitute 7.2 percent of the U.S. adult population. Fulfilleds, who have ample resources and are principle-oriented, mature, responsible, well- educated professionals and are 10.4 percent of the U.S. population. . Believers, who possess scant resources and are principle-oriented, conservative, and predictable consumers who favor American products and established brands. They are 18.0 percent of the population. . Achievers, who have ample resources and are status-oriented, successful, work-oriented people who get their satisfaction from their jobs and families. They constitute 13.3 percent of the population. Strivers, who possess scant resources and are status oriented; style is extremely important to them as they strive to emulate the people they wish they were. They are 13.9 percent of the population. Experiencers, who have ample resources and are action oriented. They are the youngest of all segments (median age 25), have a lot of energy they exert into physical and social activities, and are avid consumers and heavy spenders on clothing, fast food, music, and other youthful favorites, with emphasis on the new. They compose 13.5 percent of the population. Makers, who possess scant resources and are action-oriented, practical people who value self- sufficiency. They are focused on their families, work, and physical recreation, and they have little interest in the broader world. As consumers, they are unimpressed by material possessions other than those with a practical or functional purpose. They are 12.0 percent of the population. .Strugglers, who have minimal resources-too few to be included in any category of self- orientation. Within their limited means, they tend to be brand-loyal consuemrs. They represent 11.8 percent of the population. </p>