Lifestyle – A Tool for Understanding Buyer Behavior

This study emphasizes the importance of lifestyle and its influence on the consumer’s purchase behavior. The main purpose of this study is to empirically examine the association between the consumers’ general life styles and their consumption pattern. AIO measure was used to identify the lifestyle dimensions of the consumers. The study confirmed that there was a significant association between the lifestyle of the consumers and the brands of products used by them. From the study it was concluded that consumers often choose products, services and activities over other because they are associated with a certain lifestyle. The products are the buildings blocks of lifestyle, marketers should therefore, have a complete idea of these changing lifestyles so as to segment them and position their products successfully