Topic 10 – Lifestyle and Personality

In Topic 9 we try looking at the demographic characteristics of consumers. Topic 9 answers the question of who the consumers are but not the question of Why? Lifestyle and personality characteristics may provide us with the answers.

 

Lifestyles are Consumers modes of living as reflected in their attitudes, interests, and opinions.

Personality is defined as patterns of individual behavior that are consist and enduring.

Lifestyle and Personality variables are known as psychographic characteristics because they are psychologically oriented variables that can be quantified. 

Consumer Lifestyles – Let us look firstly at consumer lifestyles because they are more directly applicable to marketing strategies than personality. 

Nature of Lifestyles

Activities	Interests	Opinions
·         Work ·         Hobbies ·         Social Events ·         Vacation ·         Entertainment ·         Club Membership	·         Family ·         Home ·         Job ·         Community ·         Recreation ·         Fashion	·         Personal Relations ·         Social issues ·         Politics ·         Business ·         Economics ·         Education

 Lifestyle factors are relevant to marketers on 2 levels

1 – Broad lifestyle trends such as changing male/female purchasing roles have altered the habits, tastes and purchasing behavior (internationally). 

2 – Lifestyle can be applied on product –specific.

 

Measuring Lifestyle Characteristics

Lifestyle characteristics specific to certain consumers and product categories must be defined and measured if they are to be useful to marketers. 

E.g. – Food Company must try to identify consumers that are diet conscious segment or Clothing Company must identify fashion conscious segment. 

Here the researcher must defined lifestyle characteristics in contrast to demographics, because there are no fixed definitions such as age, income or occupation.

Marketers must devise methods to measure lifestyles.

 AIO Inventory

The most common method for measuring lifestyles is to develop an inventory of Activities, Interests and Opinion (AIO) 

How?

1.      Marketers can develop such inventories by formulating; 

·         Large number of Questionnaires regarding consumer activities, interest and opinion and then;

·         Selecting a smaller number of questions that best defined consumer segments. 

Sample Lifestyle categories based on Perceived, activities, interests and opinions; 

Price Conscious	Compulsive House Keeper
·         I shop a lot for special ·         I watch the advertisement for specials	·         I don’t like to see children’s toys lying about
Fashion-conscious	Self-Confidents
·         I usually have one or more outfits of the very latest styles ·         When I must choose between the two I usually dress for fashion, not comfort	·         I think I have more self-confidence than most people ·         I am more independent than most people
Homebody	Self-designed opinion leader
·         I prefer a quiet evening at home over a party	·         My friends or neighbors often come to me for advice
Community-minded	Information Seeker
·         I am an active member of more than one service organization	·         I often seek advice of friends on which brand to buy
Child-oriented	Dieter
·         When my children are ill in bed, I drop everything else to see to their comfort	·         I drink low-calorie soft drinks several times a week

 

2.      Consumer Surveys 

Another approach to measuring lifestyles is to conduct consumer surveys to identify consumer activities, interests, and opinions and then to develop lifestyle categories on this basis. 

Value and Lifestyle Survey (VALS) (Developed in 1978)

Survey based approach. – VALS conducts yearly surveys of 2, 500 consumers and has identified groups such as actualizers, strivers and strugglers based on common lifestyles and values. 

·         Actualizers – have high level of self-esteem, are open to changes and buy finer things in life (Laptops, computers, adult education courses etc)

·         Strivers – Image conscious; limited discretionary income; Spend on clothing and personal care products; Prefer TV to reading.

·         Strugglers – Brand loyal, Use coupons and watch for sales, Trust advertising, watch TV often, read women’s magazine and newspapers.

 

VALS Segment (VALS 2) 

Groups are split on two dimensions (Most Resources & Least Resources).

Actualizers – Most Resources (Income, Education, Self Confidence and energy level).

Strugglers – Least Resources

Marketing Strategies – Marketers have used VALS to develop market segmentation, media and advertising strategies. 

Forrester’s Technographic Segments

Forrester Research has contributed to lifestyle segmentation by applying consumer activities and interests to the Web. 

Forrester’s model is based on 2 dimensions

1.      Primary motivations – family, career, entertainment, and status.

2.      Technology (optimistic) – High Disposable Income/Low disposable Income.

3.      Technology (pessimistic) – High Disposable Income/Low disposable income

 Adopted from Forrester's Technographic Segmenr

	Family	Career	Entertainment	Status
High Disposal Income	Neo Heartminders	Fast Forwards	Mouse Potatoes	Cybersnobs
Low Disposal Income	Neo Heartminders	Techno strivers	Gadget grabbers	X-techs
High Disposal Income	Traditionalists	Handshakers	Media junkies	Country clubbers
Low Disposal Income		Sidelined Citizens

 

Changing Lifestyle Trends of American and Global Consumers
Changes in the lifestyle

·         Changes in Male and female purchasing roles.

·         Evolving views of health & nutrition.

·         Increasingly home oriented lifestyles.

·         Greater time pressure.

·         Growing consumer time pressure.

·         Consumer self awareness.

·         Internet affecting lifestyles. 

Changes in female purchasing roles; 

·         Has greater affluence.

·         Independence.

·         Self confidence. 

Global Perspective – Trends are changing; 

·         Cultural and Social Changes.

·         Female becoming more independent.

·         Young people becoming more independent.

·         Self employed

 Students are encouraged to read more into this topic.

 

Source: Henry Assael (2005) Consumer Bahaviour A Strategic Approach (Biztantra)