Endogenous Factors – Accultured Individuality
A lifestyle is a person’s pattern of living in the world as expressed in
activities, interests, opinions. Lifestyle portrays the ‘whole person’.
Marketers search for relationships between their products and lifestyle
groups. If it is found that most computer buyers for home purpose are
achievement oriented, then the marketer may aim his brand at
Psychographics is a way of using psychology and demographics for
understanding consumers. VALS of SRI consulting is a useful framework