Download download

Matakuliah : O0362 – Perilaku Konsumen
Tahun : Genap 2009/2010
Lifestyle
Pertemuan 05
THE NATURE OF LIFESTYLE
• Life style is difined simply is how the
individual lives
• Self-concept often translates into a
person’s lifestyle, or the way that he or
she lives his or her life
• For example, a person may be very
materialistic, preferring to wear flashy
clothes and drive expensive cars, or
prefer instead a simpler life with fewer
visible status symbols
Bina Nusantara
VALUE AND LIFESTYLE
The Values and Lifestyle (VALS) Project,
developed by the Stanford Research
Institute (SRI), attempts to classify people
based on a combination of values and
resources. Thus, for example, both
"Achievers" and "Strivers" want public
recognition, but only the Achievers have
the resources to bring this about. A global
analogue is the Global Scan.
Bina Nusantara
MEASUREMENT OF LIFESTYLE
Measurement
At general
level
Bina Nusantara
Measurement
Focused on
Purchase
And
consumption
Measurement
Focus on purchase and
Consumption of product
Category or specific
activities
STUDY ABOUT PSYCHOGRAPHIC
OR LIFESTYLEM INCLUDES:
•
•
•
•
•
•
Attitudes
Values
Activities and interests
Demographic
Media paterns
Usage rates
Bina Nusantara
GEO – LIFESTYLE ANALYSIS
Focus on demographic areas based on
the
belief
that
lifestyle,
and
thereforeconsumption,
is
largely
driven by demographic factors
Bina Nusantara
THE IVALS SEGMENTATION
•
•
•
•
•
•
•
•
•
Wizards
Pioners
Upstreamers
Socialities
Workers
Surfers
Mainstreams
Sociables
Seekers
Bina Nusantara
SITUATONAL INFLUENCIES
Specific circumstances often influence
consumer
behavior.
For
example,
consumers in a rush are likely to take the
most
convenient
product
available.
Consumers whose attention is demanded
elsewhere
are
likely
to
disregard
commercial messages. Consumers shopping
for a special occasion (e.g., a wedding) may
buy different products.
Bina Nusantara
LIFESTYLE AND MARKETING
STRATEGIES
Marketers need to monitor booth the
changes occuring in the lifestyle of the
population generally, and the changes in
their target markets
Bina Nusantara