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2011•Research Journal of Social Science & ManagementRequires access

LIFESTYLE SEGMENTATION OF WOMEN CONSUMERS AN EMPRICAL STUDY

Jayasree Krishnan

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Abstract

Psychographics or lifestyle measures have become popular means for identifying consumers and describing them along the psychological dimension rather than using the traditional demographic measures. This study focuses on segmenting the women consumers based on their lifestyle (AIO Measure) characteristics. The women were clustered into three segments viz quality conscious women, home loving women and variety seeking women. These segments were profiled based on their demographic characteristics. The purchase behaviour in terms of the impact of influencers (family members, company salespersons and dealers) and their brand choice behaviour of these segments have been discussed .

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What this paper is about

Psychographics or lifestyle measures have become popular means for identifying consumers and describing them along the psychological dimension rather than using the traditional demographic measures. This study focuses on segmenting the women consumers based on their lifestyle (AIO Measure) characteristics. The women were clustered into three segments viz quality conscious women, home loving women and variety seeking women. These segments were profiled based on their demographic characteristics. The purchase behaviour in terms of the impact of influencers (family members, company salespersons and dealers) and their brand choice behaviour of these segments have been discussed .

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Available abstract

Psychographics or lifestyle measures have become popular means for identifying consumers and describing them along the psychological dimension rather than using the traditional demographic measures. This study focuses on segmenting the women consumers based on their lifestyle (AIO Measure) characteristics. The women were clustered into three segments viz quality conscious women, home loving women and variety seeking women. These segments were profiled based on their demographic characteristics. The purchase behaviour in terms of the impact of influencers (family members, company salespersons and dealers) and their brand choice behaviour of these segments have been discussed .

Key concepts: Psychographic, Market segmentation, Influencer marketing, Quality (philosophy), Variety (cybernetics), Segmentation, Dimension (graph theory), Marketing

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