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4.7: Consumer Lifestyle Factors

  • Page ID
    45058
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    Learning Objectives

    • Identify some key consumer lifestyle factors

    One of the ways that we can put to use our demographic data is to consider the psychographic or lifestyle data of our customers. Psychographic data includes consumer attitudes, values, perceptions, beliefs, and interests. As noted earlier, psychographic segmentation is closely related to behavioral segmentation, though they do have important differences.

    For example, psychography is interested in understanding the consumer’s motivations, whether stated or unstated. For the customer, the focus is on “why” of the purchase. By comparison, behavioral segmentation is focused on tracking consumer actions and activity; it cannot infer motivation. The focus of behavioral segmentation is focused on “what” they do. When we consider the motivation (the why) of the customer, we’ll have better insight into their behaviors (the what).

    Contributors and Attributions

    CC licensed content, Original
    • Consumer Lifestyle Factors. Authored by: Patrick Williams. Provided by: Lumen Learning. License: CC BY: Attribution

    4.7: Consumer Lifestyle Factors is shared under a CC BY 4.0 license and was authored, remixed, and/or curated by LibreTexts.

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