Arnould

1
Chapter
Lifestyles Consumption Subcultures
8
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2
Product Constellations

• Lifestyle
• pattern of behavior that reflects consumption of
  interrelated product constellations
• Product constellations
• clusters of complementary products, specific
  brands, and/or consumption activities
• Brand tribes
• people devoted to a particular product
• Product constellations can be matched with
  demographic and media preferences to improve
  targeting

3
Product Constellations

• Product constellations are clusters of
  complementary products, specific brands, and/or
  consumption activities.

Professional Seiko watch Burberry
raincoat Lacoste shirt Atlantic magazine Brooks
Bros. suit Bass loafers silk tie French wine BMW
automobiles
Public defender Levis cords Wallaby
shoes Calvin Klein glasses Molson beer L.L. Bean
shirt RCA VCR Volkswagen rabbit Esquire magazine
4
Psychographics and Lifestyles

• Psychographics
• measure lifestyles by linking individual
  psychological factors to characteristic patterns
  of consumer behavior to determine who is in the
  market
• Psychographic techniques
• divide the total market into segments based on
  activities, interests, values, opinions,
  personality characteristics, and attitudes
• AIO measures
• activities, interests and opinions of consumers

5
VALS 2 Segment Profiles
6
Regional Lifestyles

• Consumer cultures vary geographically as a result
  of change in climate, topography, ethnic history,
  distribution of jobs and industries, etc.
• Regional differences affect consumption.

7
Shifting Lifestyles

• Lifestyle trends are triggered by major
  demographic (women entering workforce) and
  attitudinal (growing organic food consumption)
  shifts
• Lifestyle trends affect industries as well as
  products and services
• Lifestyle can be personified by a single person
  (e.g., Martha Stewart)