Analysis of Indian Consumers’ Behaviour using Lifestyle Segmentation


Affiliations

  • Hansraj College, University of Delhi, Department of Commerce, Delhi, 110007, India

Abstract

Demographic profiling has been an important basis of segmenting consumers. But the demographic variables provide a compartmentalised view of consumer behaviour. Purchase and consumption behaviour are in fact the result of influence of many variables operating simultaneously in the background. In order, to provide a holistic view of the ‘why and how’ of consumers purchase decision, lifestyle analysis has been considered a superior basis of customer profiling in recent research. Lifestyle study focuses on activities, interests and opinions of consumers and their role in formulating consumers’ purchase decision. Past researches in India do provide an insight into the segmentation of Indian consumers on demographic and geographic basis. However, not much has been emphasised on the use of lifestyle for segmenting Indian consumers. The present research, therefore, tries to fill this void by providing the lifestyle profiling of the Indian consumers using factor analysis and cluster analysis. This study can help the marketers in segmenting their prospective and present customers using the suggested lifestyle dimensions.

Keywords

Consumer Profile, Indian Consumers, Lifestyle Dimensions, Segmentation

Full Text:

References

Ahmed SA, Jackson DN. Psychographics and public policy decisions: Welfare assistance. J Consum Res. 1979; 5:229– 39. https://doi.org/10.1086/208735

Bell WB. Social choice, lifestyle, and suburbal residence, in Rhe Suburban Community. William M Dobriner, ed. New York: G.P. Putnam’s Sons; 1958. p. 225–42.

Berry EJ. Ads enlist ambiguity to target varied lifestyles, values. Ad Forum. 1983; 4:10–1.

Blackwell RD, Talarzyk WW. Lifestyle retailing: Competitive strategies for the 80’s. Journal of Retailing. 1983; 59:7–27.

Harcar T, Kaynak E. Lifestyle orientation of US and Canadian consumers: Are regio-centric standardized marketing strategies feasible? Asia Pacific Journal of Marketing and Logistics. 2007; 20(4):433–54. https://doi.org/10.1108/13555850810909740

Jain SK, Surabhi D. Fashion lifestyle and market segmentation: A multivariate analysis. Management and Change.1999; 3(2):99–118.

Kapur S. Lifestyle on Two Wheels. Buiness World. 1995.

Kumar RV, Mitra S. Toothpaste usage and consumption profile. Organizational Management. 2004; XX:5–11.

Kaynak E, Kara A. Consumer lifestyle and ethnocentrism: A comparative study in Kyrgyzstan and Azarbaijan. Istanbul 49th Esomar Congress Proceedings; 1996. p. 577–96.

Kaynak E, Kara A. Consumer perception of foreign products - an analysis of product-country images and ethnocentrism.Eur. J. Mark. 2002; 36(7/8):928–49. https://doi.org/10.1108/03090560210430881

Krishnan J. Lifestyle: A tool for understanding buyer behaviour. Int Journal of Economics and Management.2011; 5(1):283–98.

Kucukemiroglu O, Harcar T, Spillan JE. Market segmentation by exploring buyer lifestyle dimensions andethnocentrism among Vietnamese consumers: An empirical study. Journal of Asia-Pacific Business. 2007; 7:4:55–76.https://doi.org/10.1300/J098v07n04_04

Lawson R, Todd S. Consumer lifestyles: A social stratification perspective. Marketing Theory. 2002; 2(3):295–307.https://doi.org/10.1177/1470593102002003278

Lazer W. Symbolism and lifestyle in toward scientific marketing. Stephen A. Greyser, Ed. Chicago: American Marketing Association; 1963; II:140–9.

Plummer JT. The concept and application of lifestyle segmentation.J. Mark. 1974; 38:33–7. https://doi.org/10.2307/1250164 16. Liu Y. Developing a scale to measure the interactivity of web sites. J Advertising Res. 2003; 43(6):207–16. https:// doi.org/10.2501/JAR-43-2-207-216

Roy S, Goswami P. Psychographics and its effect on purchase frequency - A study on college goers of Kolkota, India. Journal of Indian Institute of Management, Calcutta.2007; 34:63–93.

Shirali A, Singh I. Status symbols an A and M, ORG-MAR G Survey. Advertising and Marketing; 1997. p. 36–54.

Thompson AM, Kaminski PF. Psychographic and lifestyle antecedents of service quality expectations.

J. Serv. Mark. 1993; 7(4):53–61. https://doi.org/10.1108/08876049310047742

Verma DPS, Hanspal S. Influence if lifestyles on consumers’ buying behaviour. Paradigm. 2000; 4(2):52–65. https://doi.org/10.1177/0971890720000207

Vyncke P. Lifestyle segmentation: From attitudes, interests and opinions, to values, aesthetic styles, life visions and media preferences. Eur. J. Commun. 2002 Dec; 17(4):445– 63. https://doi.org/10.1177/02673231020170040301

Wells WD, Tigert DJ. Attitudes, interests and opinions. J Advert Res. 1971; 11:27–35.


Refbacks

  • There are currently no refbacks.