Final Answer:
The two dimensions of the Vals framework are 1) Values and Lifestyles.
Explanation:
The Vals framework, developed by Arnold Mitchell, focuses on psychographic segmentation based on consumer behavior, attitudes, and values. It categorizes individuals into groups based on their values and lifestyles. The two dimensions of the Vals framework are Values and Lifestyles.
"Values" in the Vals framework refer to the core beliefs and principles that guide an individual's decision-making process. These values often influence consumer behavior and preferences. On the other hand, "Lifestyles" encompass various aspects of how individuals live, including their habits, interests, activities, opinions, and psychographic characteristics. The combination of values and lifestyles helps marketers understand and segment consumers into distinct groups for targeted marketing strategies.
Understanding these two dimensions aids marketers in tailoring their products, services, and marketing campaigns to resonate with specific consumer segments. By comprehending the values that drive consumer choices and the lifestyles they lead, businesses can effectively position their offerings and communicate their brand messages to align with the preferences and behaviors of their target audience within the Vals framework. OPTION 1