The chapters states, VALS helps marketers analyse important behaviours like product purchase, usage patterns, trial, early adoption, etc. and segment consumers based on their motivations, decision-making style, communication style, media and channel use, consumption-based lifestyle, etc. For a practical implementation of VALS, where do you think marketers get consumer data from? Find out if the Indian VALS model has been developed at the time of your course. If yes, study the classes in which Indian consumers have been categorised.