The aim of this study is to evaluate the attitude, belief and lifestyle of the Indian consumers regarding fitness. 1.5 Research Objectives The objectives of this study are as follows: • To critically discuss the individual behaviour and values of the consumers • To critically evaluate the VALS framework in relation to individual behaviour of the consumers • To evaluate the individual behaviour regarding fitness with respect to VALS framework • To make recommendation on basis of result obtained in the survey about the feasibility of opening a fitness centre in India 1.6 Research Questions • What is the mutual relation and linkage between the individual behaviours and customers’ values? • How may the individual behaviours of the consumers be analysed by way of VALS framework? • How may the individual behaviours of the consumers be evaluated by way of VALS framework? • What are the recommendations as to the setting up a fitness centre in India?
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