Article
Int. Journal of Economics and Management 5(1): 283 – 298 (2011)
ISSN 1823 - 836X
Lifestyle – A Tool for Understanding Buyer Behavior
JayaSrEE KrIShNaN St Joseph’s College of Engineering, India
ABSTRACT
This study emphasizes the importance of lifestyle and its influence on the consumer’s purchase behavior. The main purpose of this study is to empirically examine the association between the consumers’ general life styles and their consumption pattern. aIO measure was used to identify the lifestyle dimensions of the consumers. The study confirmed that there was a significant association between the lifestyle of the consumers and the brands of products used by them. From the study it was concluded that consumers often choose products, services and activities over other because they are associated with a certain lifestyle. The products are the buildings blocks of lifestyle, marketers should therefore, have a complete idea of these changing lifestyles so as to segment them and position their products successfully Keywords: Lifestyle, purchase decision, brand choice behavior
The Lifestyle of individuals has always been of great interest to marketers. They deal with everyday behaviorally oriented facets of people as well as their feelings, attitudes, interests and opinion. a lifestyle marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time and how they choose to spend their disposable income. The lifestyle concept was introduced by Bell (1958), rainwater, Coleman and handel (1959), and havinhurst and Feigenbaum (1959) as close to 1950s, pointing to its potential significance in understanding, explaining and predicting consumer behavior. William Lazer introduced the concept of lifestyle patterns and its relationship to marketing, in 1963. He defined life style pattern as a systems concept. lt refers to a distinctive or characteristic mode of living, in its
ISSN 1823 - 836X
Lifestyle – A Tool for Understanding Buyer Behavior
JayaSrEE KrIShNaN St Joseph’s College of Engineering, India
ABSTRACT
This study emphasizes the importance of lifestyle and its influence on the consumer’s purchase behavior. The main purpose of this study is to empirically examine the association between the consumers’ general life styles and their consumption pattern. aIO measure was used to identify the lifestyle dimensions of the consumers. The study confirmed that there was a significant association between the lifestyle of the consumers and the brands of products used by them. From the study it was concluded that consumers often choose products, services and activities over other because they are associated with a certain lifestyle. The products are the buildings blocks of lifestyle, marketers should therefore, have a complete idea of these changing lifestyles so as to segment them and position their products successfully Keywords: Lifestyle, purchase decision, brand choice behavior
The Lifestyle of individuals has always been of great interest to marketers. They deal with everyday behaviorally oriented facets of people as well as their feelings, attitudes, interests and opinion. a lifestyle marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time and how they choose to spend their disposable income. The lifestyle concept was introduced by Bell (1958), rainwater, Coleman and handel (1959), and havinhurst and Feigenbaum (1959) as close to 1950s, pointing to its potential significance in understanding, explaining and predicting consumer behavior. William Lazer introduced the concept of lifestyle patterns and its relationship to marketing, in 1963. He defined life style pattern as a systems concept. lt refers to a distinctive or characteristic mode of living, in its