Solutions:

You must see:

PBS DGA Solutions Life styles

Life styles

"Marketing is based on supplying things to clients and then they like artists compose their life style. Marketing specialist who thinks that way about the product tries to understand its connection to other things which constitute clients’ life style and makes his best so that the product matches to the model created by the client."

                                                Harper W. Boyd, Jr

                                                Sidney J. Levy

Life style research is qualitative approach to understanding the consumer. Due to this consumers’ behavior, attitudes, motivations and values can be fully described.

Life style research allows to learn about the following things:

• Paint a picture of particular consumer
• Motivation, beliefs and point of view of the consumer
• Actions, interests and views, concerning consumption
• Values hierarchy
• Material situation and economical optimism level
• Household holding
• Media use (TV, radio, newspapers, magazines, internet)
• Free time spending (movies, theater, restaurants, clubs, friends, family, vacation, shopping)
• Consumption behavior (money spending, where and on what)
• Aspirations, models, reference group
• Clothes expenses level in comparison with food, free time, vacation, etc.
• Attitude towards advertising and promotion.

Consumers’ characteristics
1. Demographic, economical	2. Social	3. Psychological
Age  Sex  Education Profession  Place of living  Income	Culture Subcultures  Opinion leaders Family Social class Status Reference group Language Free time	Opinions Values Attitude towards risk Personality Needs Motivation Image to aspirate for

Methodology

Life style research is done on thoroughly defined group of clients (sample), or homogeneous target group in order to understand consumers and plan efficient marketing communication.

In order not to mark the construed tool with researcher’s values qualitative part is necessary, when one can learn about the world and language of the researched group, learn about most important life style aspects. The second part is quantifying quantitative research.

Data collection technique

Qualitative research

In qualitative research there may be used one or both techniques:

• Focus group interview,
• Etnographic research.

Quantitative research

Quantitative research is done with CAPI technique (Computer Assisted Personal Interviewing). The sample is chosen with quote and random selection method.