Lifestyle

Lifestyle segmentation divides the total consumer market according to activities, interests and opinions. This type of approach generally tries to link consumer choices, habits and pastimes to generate lifestyle types. Details on interests and activities, political opinions, attitudes towards change, work-life balance are all aspects of lifestyle characteristics. The extent to which people are conservative, forward thinking, interested in green issues, trendsetters, concerned for social justice, pleasure-seeking, interested in experiencing culture, listen to music, interested in films, tolerant are all aspects that can also be considered. However, the problem is that they tend to be quite general, and marketers are continually coming up with new types of descriptors for lifestyle segments as they undertake market research with consumer groups.