Practical

This LifeStyle is VERY different than the two preceding LifeStyles. As a rule, it is slightly less educated but more likely to be self-employment. This focus on the empirical rather than the conceptual, the “real” rather than the “ideal” manifests itself in every aspect of bring a consumer. It determines the car (or 4x4) you buy and the vacation you take in that vehicle. Being Practical means buying things that work, that last, that are economical. It means camping or fishing rather than flying to some over-rated exotic destination. There is no interest in paying for aesthetics when you can get functionality. An interesting observation about this LifeStyle is that it demonstrates the lowest variation in importance among attributes of goods and services. That is to say those characteristics like craftsmanship and precise specifications as well as subtleties of brand position are likely to go unnoticed. The Practical pay relatively little attention to the media or advertising. The upside for the merchant who has a Practical customer is that you are less likely to lose him/her to a passing fad. They tend to be loyal customers once you have learned how to value them for themselves and satisfy them.