Lifestyle can be defined as a person's way of living, which includes his activities, hobbies and views.
Lifestyle is an important factor affecting the purchase behavior of a customer, and the research on lifestyle aims at outlining the social behaviors of a person and the interactions among the behaviors.
To make a marketing strategy for a certain product, marketing personnel should study the interrelationships between their product and brand and the social groups with different ways of living, so that they can implement different marketing schemes to aim at the customer groups with different lifestyles. Therefore marketing personnel of different brands of product should exploit the lifestyles of customers to further subdivide the market strata.
In light of the different levels of customers, employed in the MCR lifestyle research is the AIO system, a system in which the standard of classification is based upon the customers' activities ,interests, and opinions.
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