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The IUP Journal of Management Research : |
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Description |
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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. Consumers often choose
products, services and activities over others because they are associated with
a certain lifestyle. For this reason, lifestylemarketing strategies attempt to
position a product by fitting it into an existing pattern of consumption.
The
relationship of the product used by the consumers has been extensively studied
in the past. According to Cosmas (1982), there is a relationship between a person's
lifestyle and his total product assortment. Knowledge of the lifestyle patterns
helps the marketer explain why certain segments use/do not use certain brands.
Reynolds and Darden (1972) concluded that a person makes a choice in a consumption
environment in order to actualize his lifestyle pattern
According
to Alpert and Gatty (1969), an individual's brand choice has been conceived as
a function of his lifestyle. Numerous product specific studies show evidence establishing
relationship between lifestyle and brand choice. They include studies on automobiles,
convenience foods and beverages.
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Keywords |
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Management Research Journal, Consumption
Environment, Research
Methodology, Principal Component Analysis, Cluster
Analysis, Analysis of Variance, ANOVA, Chisquare Test, Lifestyle Marketing, Healthcare Research, Advertisement Research, Southern Marketing Association.
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