DO YOU UNDERSTAND YOUR CUSTOMER?

LIFESTYLES

Lifestyles, in marketing terms, are referred to as Psychographics. This, among others, includes consumers’ opinions, interests, and activities.

In consumer research studies, participants must review a number of statements and then indicate their level of agreement or disagreement with each statement. An example can be seen in Table 1.1 below.

Psychographics in combination with demographics allows marketers to create rich and descriptive profiles of their target markets.

These variables can include values, hobbies, leisure activities, buying patterns, opinions about consumption, and many more.

(Source: ?L.G Schiffman, J Wisenblit, Consumer Behavior, Pearson)