So why VALS ?

Today, most marketers in India use segmentation models based on Demographics, Geo-demographics, SEC data & Benefits and usage. However, these models are still inadequate in their description & analysis of a person since they generate only isolated fragments.
This is where Values And Lifestyles segmentation plays such a pivotal role. Because lifestyle characteristics and values provide a rich view of the market and a more lifelike portrait of the consumer, they meet the demands of management practice for increasingly sophisticated and actionable marketing information. The basic premise here is therefore – the more you know and understand about your customer the more effectively you can communicate and market to him.