Lifestyle targeting

economic-dictionary

Lifestyle targeting is a way of segmenting the market that goes beyond people's income. Thus, it takes into account variables such as the activities carried out by people, the interests that move them and the opinions they express.

Indeed, lifestyle segmentation is a way that is used to segment the market according to variables such as behavior, motivations and values ​​that influence consumer behavior.

Therefore, segmentation by lifestyle, by not taking into account only economic variables, provides a broader view of consumers. That is, it does not consider only what the person has, but what each individual expects, wants and how they spend their money.

However, it is a type of segmentation that is more difficult to perform, but, once developed, can give better results. This, given that there is a better knowledge of the consumer, which requires that marketing detect the changes that occur in lifestyles.

Why is targeting by lifestyle important?

Certainly, a business that uses lifestyle targeting can understand many aspects of the consumer. Among them, how the person lives, what they communicate with their actions, their individual and family habits. All these elements influence the positive or negative attitude that they manifest towards your products.

Likewise, each person's lifestyle reflects attitudes, values, interests, and feelings. These factors are decisive in its market behavior. For marketing, lifestyle is very important because it generates a pattern of consumer behavior.

Above all, consumer behavior patterns allow us to know the buyer's aspirations and the factors that influence their decision when choosing products in the market. The variables that most affect these decisions are the values, beliefs and interests of the person.

The VALS1 system and lifestyle

The Stanford Research Institute conducted a study in 1978 to analyze the changes that society presented in the 1960s, considering that people change their purchasing attitudes throughout their lives. The VALS1 system determined the lifestyle according to the activities and interests of the people.

Based on this study, they classified consumers into three groups:

  • Principle-oriented consumers: These are the people who do their shopping thinking about what the world should be like.
  • Status-oriented consumers: They make their choices based on the opinions and attitudes of other people.
  • Action-oriented consumers: These are consumers who decide their purchases according to activity, variety and risk.

The VALS2 system and lifestyle

Then, in 1998, a review was made of the VALS1 study, considering that the most important aspects in people's lifestyle are psychographic factors, developing the following classification:

  • People who are very involved in the purchase decision: They are the people who live the buying process intensely and therefore give it a lot of importance.
  • People whose buying behavior is systematic and routine: They are consumers who purchase products that do not have a great impact on their income. They may be seen as commodities that are purchased very frequently.
  • People who buy on impulse: They are all those people who do not plan their purchases and take advantage of the opportunities that are presented in the market. They have no preference for a certain product or a certain brand.

Lifestyles according to the VALS study

Based on previous studies, the following lifestyles are defined:

1. By self-orientation

Among the lifestyles based on consumer self-orientation we find the following classification:

to. Principle-oriented

  • Achievers: They are highly organized, self-confident, intellectual, mature and satisfied people.
  • Believers: There are people who are respectful, literal, loyal, practical, and very conservative.

b. Status-driven

  • Achievers: They are very conventional, down-to-earth, achievement-oriented, career-focused, and brand-conscious individuals.
  • Efforts: Very enthusiastic, modern people, very sociable and not very sure of themselves.

c. Action oriented

  • Experimenters: They are impatient, spontaneous, very impulsive, enthusiastic and young individuals.
  • Doers: Includes the group of self-sufficient people, very practical and, above all, family-oriented.

2. Due to the availability of resources

Taking consumer resources as a reference, we find the following lifestyles:

  • Innovators: They are very independent people, leaders, capable of taking risks, active and successful.
  • Fighters: They are cautious, conservative people, with low income, conformists and with a low educational level.

In conclusion, we can say that lifestyle targeting is very important for marketing. Since, in this segmentation, not only economic variables are taken into account, but also adds attitudes, values, interests, opinions and motivations of people. With all these variables, each person forms their own self-concept, which allows them to have a better idea of ​​how the consumer behaves in the market.

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