Lifestyle Pertemuan 13 Matakuliah: J0384 – Perilaku Konsumen Tahun: Ganjil 2007/2008.

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Presentation transcript:

Lifestyle Pertemuan 13 Matakuliah: J0384 – Perilaku Konsumen Tahun: Ganjil 2007/2008

Bina Nusantara 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 Measurement Focused on Purchase And consumption Measurement Focus on purchase and Consumption of product Category or specific activities

Bina Nusantara 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