ABSTRACT
Lifestyle is an important variable of buying behavior. Buying decisions reflect our inner values and surface artifacts of these underlying values can be captured in consumption. Significant and rapid changes have occured reshaping the map of typical consumer characteristics. These rising lifestyle groups follow new behavior patterns either in private and worklife or buying and consumption habits than those of the previous decade. Growing demand for consumer research has opened the possibility to carry out the first lifestyle research. Health protection often leads to total rejection of meat products or to the changing of the structure of consumption. Since the members of the group spends most of their time working they do not have much time for eating so they prefer frozen products. Health protection is largely influenced by media and advertisement. Vitamins and manufacturers are well known among group members they are good at matching them together.
