Lifestyle as a basis for market segmentation provides many characteristics to help you better understand your target market.

I use SRI research for lifestyle as a basis for market segmentation in my e-book, but other approaches are available. I like SRI2 because it divides people into eight lifestyles based on their resources and orientations.

Lifestyle As A Basis for Market Segmentation Examples

• Actualizers have the highest resources and are oriented toward change. They value image as self-expression, are successful, active, sophisticated, take-charge people with high self-esteems.

• Fulfilleds have high resources and are principle-oriented. They seek knowledge and consistency between their behavior and world views, and they value homes and functional, durable products.

• Believers, like Fulfilleds, are principle-oriented, but have fewer resources than Fulfilleds. They value order, knowledge and responsibility and are conservative, conventional, traditional and predictable.

• Achievers have high resources and are status-oriented. They seek social standing and security through their achievements.

• Strivers, like Achievers, are status-oriented, but have limited resources. Because they have few resources, Strivers feel cheated and seek approval of others to validate themselves.

• Experiencers have high resources and are action-oriented. They are practical, constructive, and conservative, while suspicious of new ideas and government intrusions.

• Makers are also action-oriented but have low resources. They are vital, enthusiastic, impulsive, rebellious, socially and politically opinionated.

• Strugglers have the lowest resources of all Americans. Many are unemployed. Those who do work earn poverty wages. Thus, their struggle to meet immediate survival needs overcomes all other psychological attributes.

Knowing these eight lifestyles will help better understand your target market. So it’s worth considering lifestyle as a basis for market segmentation.

Another post that relates to lifestyle is by neighborhoods. You can access this post below:

Market Segmentation By Neighborhoods

You can also better understand your target market with gender characteristics.

<You can get a free trial of my automatic market segmentation program and see how it uses lifestyles, by completing the form below:

Add to Onlywire

Posted 3-13-08: Lifestyle As A Basis for Market Segmentation

Bookmark It