Table of Contents      

Particulars Title Page Certificate By the Guide Candidate’s Statement Preface Acknowledgement Executive Summary List of Tables

Page no. i ii iii iv vi vii vi 1 2 3 10 10 10 10 10 11 11 12 12 12 13 13 14 17 22 23 25

1 2 3 4

Chapter 1. Introduction Chapter 2. Problem Definition Chapter 3. Literature Review Chapter 4. Research Design A. Research Design B. Information Needs
C. Data Collection D. Scaling Techniques E. Questionnaire development and pretesting F. Sampling Techniques


Chapter 5. Data Analysis A. Methodology B. Squared Euclidean distance C. Ward’s method D. K - means clustering Chapter 6. Analysis Process Chapter 7. Findings Chapter 8. Limitations Chapter 9. Bibliography Chapter 10. Annexure

6 7 8 9 10

1 Iteration History 1.3 Anova Tables Page 1 2 3 1. 15 15 16 .2 Number of Cases in each cluster 1.List of Tables Sr.

Cosmos (1982).Executive Summary Our Management Research Project-II was on the “A Study on Life Style Segmentation based on AIO Model for Ahmedabad City”. It consists of the research done by the founder of Lifestyle dimensions and basic theory and application of lifestyle by Joseph Plummer in 1974. . types of segmentation. Plummer (1974. Second chapter consists of the Problem definition of the management and researcher. Interests and Opinion model given by Joseph Plummer which is commonly used for exploring the lifestyle studies. We have undertaken the previous research as Lifestyle research using AIO variables has been widely used since 1970 [such as Wells & Tigert (1971). Douglas & Christine (1977). First chapter is about the Introduction about the segmentation. This study has made us understand the real dynamics of the marketing tactics which the marketer can adopt in order to suite the psychographic insights of the customers. Our research report is based on Psychographic segmentation which consists of lifestyle. This research is the exploratory research design and the information that we collected from respondents through framing the questionnaire by considering the AIO model. Basic research problem is identifying the basic cluster from the market on bases of AIO model and test the difference between them with appropriate use of statistical tool. Scaling technique was 6 scale rating measurement from definitely disagree to definitely agree. Wells (1985)] have undertaken various research focusing on lifestyle. 1977). Data collection was primary and secondary both through various sources. In Fourth chapter we have covered the Research Design. Third chapter is Literature Review which has shown the previous studies which has been undertaken on lifestyle. AIO model Activities. We have undertaken our further study according to lifestyle dimensions i. It further discuss about the two concepts which are important to understand the lifestyle research i.e. This chapter further consists of questionnaire development and how we have done pretesting of the data and how we derive to sample through sampling technique.e life style patterns and market segmentation.

For that we have used ward’s method of clustering and k-mean clustering method to derive at the analysis. personal appearance/fashion. It consists of 3 step process through which we derive at our finding.Fifth chapter is the 2nd last step to complete the research. And finally ANOVA table which is derived with the demographic variable has been done and accordingly the results are checked. in this we have derived about the Data Analysis. After 2nd step we arrive at the number of cases falling in each 6 cluster. and Energy/Environment. diet/nutrition. from those 6 clusters have been derived. Recreational Activities. Finally. we have done the cluster analysis as this research was exploring the lifestyle and lifestyle segmentation can be derived if we make the different clusters in them. Buying Behaviour. Health/Health concerns and remedies. Sixth chapter is the Analysis process. It says that every 6 cluster is having their own different characteristics. we have used SPSS 17. Contentment. Step 1 was all about the identification of cluster.e. . these clusters are heterogeneous in terms of their all seven variables i. Seventh chapter is about the findings that we derived from the above chapter analysis process.0 software for the calculation purpose of Cluster analysis and ANOVA.