ACTUALIZERS Enjoy the "finer things." Receptive to new products,technologies. Skeptical of advertising. Frequent readers of a wide variety of publications. FULFILLEDS Little interest in image or prestige. Above-average consumers of products for the home. Like educational and public affairs programming. Read widely and often. BELIEVERS Buy American. Slow to change habits;look for bargains. Watch TV more than average. Read retirement, home and garden, and general interest magazines.
ACHIEVERS Attracted to premium products. Prime target for variety of products. Average TV watchers. Read business, news, and self-help publications. Strivers Image-conscious. Limited discretionary incomes, but carry credit balances. Spend on clothing and personal-care products. Prefer TV to reading. EXPERIENCERS Follow fashion and fads. Spend much of disposible income on socializing. Buy on impulse, attend to advertising. Listen to rock music.
MAKERS Shop for confort, durability, value. Unimpressed by luxuries. Buy the basics, listen to the radio. Read auto, home mechanics, fishing, outdoor magazines. STRUGGLERS Brand loyal. Use coupons and watch for sales. Watch TV often. Read tabloids and women's magazines.