What are examples of products and services that align with each of the VALS marketing segmentation categories?

VALS (Values and Lifestyles) is a marketing segmentation tool developed by Strategic Business Insights (SBI) that classifies consumers into different categories based on their psychographic traits. Here are examples of products and services that align with each of the VALS marketing segmentation categories:

Innovators: 8%

• Cutting-edge technology gadgets and devices (e.g., virtual reality headsets, drones)
• Exclusive fashion brands and luxury goods
• High-end sports cars and luxury vehicles
• Innovative healthcare solutions and personalized medicine

Thinkers: 11%

• Books, educational materials, and online courses
• Financial planning and investment services
• Environmentally-friendly products and services
• Professional consulting and advisory services

Believers: 16%

• Religious and spiritual products (e.g., religious books, jewelry, art)
• Traditional family-oriented products (e.g., home decor, family-friendly vacations)
• Charity and nonprofit organizations
• Conservative political campaigns and causes

Achievers: 13%

• Premium lifestyle and fashion brands
• High-end home appliances and furniture
• Luxury travel and vacation packages
• Exclusive memberships and clubs (e.g., country clubs, private gyms)

Strivers: 13%

• Trendy fashion and accessories targeted at budget-conscious consumers
• Affordable but stylish electronics and gadgets
• Fast-food chains and value menu items
• Discount retailers and outlets

Experiencers: 12%

• Adventure tourism and extreme sports activities
• Music festivals and live concerts
• Trendy and fashionable clothing brands
• Innovative food and beverage products (e.g., gourmet snacks, craft beers)

Makers: 13%

• DIY (Do-It-Yourself) kits and crafting supplies
• Home improvement tools and equipment
• Handmade and artisanal products (e.g., handmade jewelry, artisanal food products)
• Maker spaces and workshops for creative projects

Survivors: 14%

• Basic and affordable household products (e.g., generic cleaning supplies, budget groceries)
• Value-focused retail stores and discount outlets
• Basic healthcare and insurance plans
• Thrift stores and second-hand goods

It's important to note that these are general examples, and the specific products and services that align with each VALS category can vary depending on the target market, cultural context, and individual preferences.

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https://www.d.umn.edu/~rvaidyan/mktg4731/vals2tbl.htm