A lifestyle is an individual’s pattern of living expressed through activities, interests, and opinions.
- Lifestyle patterns include the way people spend time, extent of interaction with others, and general outlook on life and living.
- People partially determine their own lifestyle, but lifestyles are influenced by other factors such as personality and demographics.
- Lifestyles strongly impact the consumer buying decision process, including product needs.
- The VALS program
- a) Developed by SRI Consulting Business Intelligence
- b) One of the most popular frameworks for exploring consumer lifestyles. It divides consumers into eight groups: innovators, thinkers, achievers, experiencers, believers, strivers, makers and survivors.
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