Veronika Jadczaková

Lifestyle Segmentation: the Use of Multivariate Statistical Techniques to Target the Consumer Veronika Jadczaková

With rising complexity of products, and thereby a need to target the product relevant segment a new concept, termed as psychographics, has evolved. Psychographics is believed to visualize segments through very colorful lifestyle constructs facilitating the product delivery more in line with consumer needs. Therefore, this thesis primarily relies on psychographic make-up of consumers. In the thesis, first and foremost, theoretical background attempts at outline of prevailing conceptual issues in lifestyle studies. Next, methodological section describes sequence of steps to be pursued when conducting a marketing research and last but not least, provides a theoretical treatment of relevant multivariate statistical techniques. Final chapters demonstrate the practical use of lifestyle information on example from apparel industry, its organization within positioning maps, targeting and possible projection into advertising message. This analysis shall serve as a departure point for managers when carrying out lifestyle segmentation in practice, especially in marketing, product development and communications fields.