The segmentation was revised a decade later to reflect consumer resources and self-motivation. The resource dimension measures income, education, self-confidence, health, eagerness to buy, intelligence, and energy level. They are value-oriented consumers who are open to new ideas. They are brand loyal and favor American-made products. The status-oriented groups are achievers and strivers.
Achievers are work-oriented and successful.
They have high job satisfaction, respect authority, and favor the status quo. Achievers like to demonstrate their success through their purchases. Strivers are lower-income people with values similar to the achievers. This group emulates achievers. Style is important in their lifestyle.