PERSONAL II: LIFESTYLE & VALUES

PERSONAL II: LIFESTYLE & VALUES

1. People from same sub-culture, social class & occupation leads different lifestyle

2. Influences all aspect of one's consumption behaviour

3. Determined by person's: -Past Experience,Innate Characteristics & Current Situation

4. LIFESTYLE

   • Means more than an individual social class or personality. Profiles one's pattern of acting and interacting in the world
   • Portrays "whole person" interacting with their environment
   • Marketers search for relationship between their products and lifestyle group
   • (AIO Dimension) A person's pattern of living, expressed in activities, interests and opinions
     • AIO Dimension- Activities, Interests, Opinions
   • CB APPLICATION
     • Eg. If manufacturer finds that most buyers are achievement oriented, brand will aim clearly for achiever lifestyle
   • FACTORS THAT SHAPES LIFESTYLE
     • MONEY CONSTRAINED
       • Lower cost products , local brands, E.g IKEA
     • TIME- CONSTRAINED
       • Multitasking, pay others to do task, eat 'quick' foods- buns, sandwiches
     • VALS
       • Ideals
         • based on beliefs, principles than feelings or social approval
           • Buy functionality & reliability
       • Achievement
         • Strive clear social position
           • Strongly motivated by actions, approval, opinions of others
             • Buy status symbol
       • Self-expression
         • Action- oriented
           • Their choices express indivisuality
             • Buy experience

5. VALUES

   • Core values
     • Belief system that underlie consumer attitudes and behaviours - deeper than behaviour / attitude
     • Determine basic level of people's choice in long term
     • Marketers need to appeal to :
       • Inner Selves
       • To appeal to outer sleves

6. A person's pattern of living as expressed by his or her psychographics