ÃÂÃÂ. CONCEPT AND NATURE OF LIFESTYLEÃ¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦...3
ÃÂÃÂÃÂ. CLASSIFICATION OF CONSUMERS ON LIFESTYLEÃ¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦.Ã¢ÂÂ¦Ã¢ÂÂ¦Ã¢ÂÂ¦9
Most companies operating in the Russian market, promoting their products, brands & services are based on the results of segmentation of the market and consumers. For a clear and reasonable definition of target groups (segments), there are several basic ways. As a rule, most commonly using segmentation by demographic characteristics. However, the practice of marketing in recent years and the experience of foreign colleagues suggest that a simple segmentation of consumer goods/services for demographic/regional characteristics, are generally not sufficient. Product or service is used not by people of a certain age or place of residence, namely consumers a certain brand, choosing it according to their taste and lifestyle.
In modern terms, in connection with the development of the market and increasing competition, the study of lifestyle is becoming more relevant as they give a broad view of customers, the real picture of what is hidden behind impersonal socio-demographic data and help to understand the actual behavior of consumers.
Companies need to know customers, to feel their behavior, anticipate their actions. Psychographic measurements are much more extensive compared with the measurements of demographic, behavioral and socio-economic. Psychographic is the most effective and most important sign of segmenting consumers, because it takes into account the relatively intangible phenomenon - motivation, perception, interests, personality, learning, beliefs and attitudes.
Psychographic parameters listed above depend directly and mirror the lifestyle of consumers. The lifestyle helps most accurately reveal the secrets of motivation and perception, as well as to determine the relationship of man to the product or service.
The goal to study the lifestyle of consumers in any market segment is to develop a marketing program. Any firm, based on a study...