The term “style of living” was coined by Max Weber, a famous socio-economist who identified the impact that values had on choices people made with their discretionary time and money. PKG has developed algorithms that analyze up to 150 consumer behaviors and relate them to 44 underlying, research-based motives for consumption. The result is 10 patterns of motives and behavior each producing a distinctive LifeStyle and shopping/acquisition behavior.
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LifeStyle SegmentingEach affluent individual develops a LifeStyle, a very basic focus (a “channeling of interest and attention” ) that affects all discretionary spending. Our research (and daily observation) shows that affluent people only purchase products and services that are consistent in style and type of value with their prior purchases. LifeStyle shapes the consideration set, the shopping behavior, the channel preferences and the final purchases of affluent people. The database respondents are profiled according to this LifeStyle research and reflect remarkably different behavior at each stage of the consumer cycle. Additionally, the communications and leisure interests of the prime prospect segment are analyzed, allowing strategies and tactics, including advertising, public relations and social networking, to be devised to effectively and efficiently allocate expenditures within and across all markets.
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