Dimensions of VALS^TM framework to include which one of the following?

The correct answer is Consumer motivation and consumer resources

Key PointsVALS (Values, Attitudes, and Lifestyles) is a framework developed by Arnold Mitchell and his colleagues in the year 1978 at SRI International.

• The main dimensions of the VALS segmentation framework are consumer motivation (the horizontal dimension) and consumer resources (the vertical dimension).
• Consumers are inspired by one of three primary motivations: ideals, achievement, and self-expression.
• The VALS is a system used for grouping consumers with the help of psychographic segmentation.
• It was developed in the 1970s and was inaugurated in 1978 by Mitchell at SRI International.
• The VALS places adult customers into one of the eight segments based on their responses to the questionnaire.
• The main scope of the VALS framework is the resources in the vertical dimension and primary motivation in the horizontal dimension.
• The people in the vertical dimension are based on the degree to which they are innovative and have enough resources like education, income, intelligence, self-control, energy, and leadership skills.
• At the top of the VALS framework are innovators, who have high resources that can have any of the 3 primary motivations.
• At the bottommost are the survivors who live within their means without primary motivation.

  Additional Information

The eight categories of VALS are as follows:

• Achievers
• Innovators
• Thinkers
• Believers
• Strivers
• Experiencers
• Makers
• Survivors