ABSTRACT
Lifestyle is a widely used and very familiar construct to marketing researchers and laypeople alike. Indeed, the application of lifestyle analyses by managers to identify, understand and reach distinct consumer groups arguably is the most visible ‘contribution’ of consumer behaviour research to business practice. A lifestyle marketing perspective is predicated on the recognition that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income (Solomon 1996; Zablocki and Kanter 1976).
