ABSTRACT
The term "style of life" was first coined by Alfred Adler over fifty years ago, to refer to the goals that people shape for themselves and the
means they employ to reach them (Lazer, 1963). This simple explanation still provides a useful description of what we mean by "lifestyle" when using the term to analyze consumer behavior. Lifestyles are employed as a method of market segmentation that offer marketers particular advantages. Because they are related to the goals that people set for themselves, they provide marketers with an understanding of the motivational forces that drive behavior. Consequently, compared to most market segmentation methods, they can give added insight for the development and management of the marketing mix, particularly for product development and promotion strategies.
