Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Lifestyle
Pertemuan 13
THE NATURE OF LIFESTYLE
• Life style is difined simply is how the individual lives
• Self-concept often translates into a person’s
lifestyle, or the way that he or she lives his or her
life
• For example, a person may be very materialistic,
preferring to wear flashy clothes and drive expensive
cars, or prefer instead a simpler life with fewer
visible status symbols
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VALUE AND LIFESTYLE
The Values and Lifestyle (VALS) Project, developed by
the Stanford Research Institute (SRI), attempts to
classify people based on a combination of values and
resources. Thus, for example, both "Achievers" and
"Strivers" want public recognition, but only the
Achievers have the resources to bring this about. A
global analogue is the Global Scan.
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MEASUREMENT OF LIFESTYLE
Measurement
At general
level
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Measurement
Focused on
Purchase
And
consumption
Measurement
Focus on purchase and
Consumption of product
Category or specific
activities
STUDY ABOUT PSYCHOGRAPHIC
OR LIFESTYLEM INCLUDES:
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Attitudes
Values
Activities and interests
Demographic
Media paterns
Usage rates
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GEO – LIFESTYLE ANALYSIS
Focus on demographic areas based on the belief
that lifestyle, and thereforeconsumption, is
largely driven by demographic factors
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THE IVALS SEGMENTATION
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Wizards
Pioners
Upstreamers
Socialities
Workers
Surfers
Mainstreams
Sociables
Seekers
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SITUATONAL INFLUENCIES
Specific circumstances often influence consumer
behavior. For example, consumers in a rush are likely to
take the most convenient product available. Consumers
whose attention is demanded elsewhere are likely to
disregard commercial messages. Consumers shopping
for a special occasion (e.g., a wedding) may buy
different products.
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LIFESTYLE AND MARKETING STRATEGIES
Marketers need to monitor booth the changes occuring
in the lifestyle of the population generally, and the
changes in their target markets
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