Like the price-value shoppers, they’re on a budget so they have to be smart about how they spend their money. But unlike the price-value shoppers, they live mostly in urban and suburban areas. They love brands and have their favorites, from the jeans they wear to the TVs they watch. For them, brands are so much a measure of their success that they’ll spend less on some things to be able to enjoy the status and pride of owning the right brands. They look to Walmart for the brands they trust at prices they can afford.