ABSTRACT
Unlike the “race, creed, and color” of demographic segmentation schemes, lifestyle segmentation is based on “activities, interests, and opinions,” some of which reflect one’s personality. This can be an attractive way for segmenting many product and service markets. It seems obvious to segment based on behavior and activities and interests; these are the parts of us that are observable by others and are less controversial than personal characteristics. Furthermore, it is now easy to communicate with the target segment or market today, given the vast number of special-interest media, including magazines and Web sites. It seems as though there is at least one magazine for any particular interest group, no matter how obscure or bizarre; remember the mention of model railroading above, with several magazines still being published in 2006.
