LIFE

LIFE STYLE
STYLE
moupi
• Life style is an indicator of how
people live and spend their time and
money( activities), the importance of
things in their surroundings( interest
) and their beliefs on broad issues
and themselves (opinion)- which is
basically called AIO analysis.
• Consumer in different countries and
culture may have different
characteristic and lifestyle.
 Approaches of life
style:
• VALS-1(Values and life style-1)
• The theory was developed in 1977
and completely applied in1978
It is applied for 4 major groups.
They are
• Need driven
• Outer directed
• Inner directed
• Integrated
 THE VALS(Values and
life style)-2:
• Stanford Research Institute (SRI)
develop a popular approach to
psychographic segmentation called
VALS . This segmented consumer
according to their values and life
style in USA .
• VALS2 program was developed in
1978 and significantly revised it in
1989.
• VALS2 put less emphasis on
activities and interest and more on
psychological base to tap relatively
enduring attitude and values
 Based upon the concept of self
orientation and resources , VALS
typology breaks consumer into
eight groups

• Each of the eight group have

distinctive behavior , decision making
approach and product or media
usage attributes .
• After conduct a survey based
upon the self orientation Stanford
found three basic self
orientation:
• principle oriented individual
• Status oriented individual
• Action oriented individual
 Status

Actualiser

Abundant
resources Principles
Action

Experiencer
Achiever
Fulfilled

Believer
Striver Maker

Less resources
Struggler
• Fulfilled

• Believer

• Actualiser
• Achiever

• Striver

• Strugglers
• Experiencer

• Maker
 Changing life style
trends:
• Male are interested in cooking,
laundry, cleaning, and child care
activities
• Female ‘s life style are also
changes.
 CONCLUSION:
• Psychographic and life style
reflect the image of the person
– Both of these characteristics are
mutually related with each other and
part and parcel of a human life.
• people are proceeding towards self
aware life style .
• Now they are become more user friendly
by using latest technological products
like laptop, PC mobile etc.
• So these will ultimately reflect the
improve pattern of society, economy and
country as a whole .
•
THANK YOU