Vol: 5, Issue: 1 2015

Page: 36-42

Crash of Lifestyle on Product Liking of Consumer Behaviour

Santosh Kumar Pandey, Swati Jaiswar

Received Date: 2014-12-26

Accepted Date: 2015-01-04

Published Date: 2015-02-01

This study emphasizes the importance of lifestyle and its influence on the consumer’s purchase behavior. The main purpose of this study is to empirically examine the association between the consumers’ general life styles and their consumption pattern. AIO measure was used to identify the lifestyle dimensions of the consumers. The study confirmed that there was a significant association between the lifestyle of the consumers and the Products of products used by them. From the study it was concluded that consumers often choose products, services and activities over other because they are associated with a certain lifestyle. The products are the buildings blocks of lifestyle, marketers should therefore, have a complete idea of these changing lifestyles so as to segment them and position their products successfully Due to fast movement of technology it is requisite to find the change in the lifestyle of consumers. In the present research it has been endeavored to illustrate lifestyle of the Consumers changes due to some of the factors, such age, education, social class, income and some others factors. It has been seen that some the factors has major role in the changing of Consumer behaviors. The following research help to know the factors responsible in changing the lifestyle of the consumers are price, place, attributes, advertisement, favorite programs attributes preferred by the consumers and significant changes have been observed.

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