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Endogenous Factors – Accultured Individuality

Lifestyle

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

achiever lifestyle

Psychographics is a way of using psychology and demographics for

understanding consumers. VALS of SRI consulting is a useful framework

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