Authors: Arham Adnan; Mohammed Naved Khan
Addresses: Department of Business Administration, Aligarh Muslim University, Aligarh 202002 (UP), India ' Department of Business Administration, Faculty of Management Studies and Research, Aligarh Muslim University, Aligarh 202002 (UP), India
Abstract: This paper focuses on lifestyle research which is mostly applied to reflect the way in which products fit into a consumer's normal pattern of living. It reflects an interesting research field to identify the patterns that develop and emerge from the dynamics of living in a society. A review of earlier studies reveal that lifestyle and psychographics research is being more frequently used in studies for four primary reasons, to identify target markets, provide better explanations on consumer behaviour, improve a company's strategic marketing, introduce new products and services in tune with the changing preferences and to minimise risk for new products and business ventures. The globalisation of markets presents considerable challenges and opportunities for domestic and international marketers. This has led to a renewed interest in the effects of lifestyles on buying behaviour. In light of the above, the main objective of this paper is to develop and refine a lifestyle scale in Indian context. A structured questionnaire was administered on 169 respondents. Analytical tools, such as SPSS 19.0, were used to establish validity and reliability of scale, and exploratory factor analysis was performed. Managerial and theoretical implications and suggestions for further research are provided.
Keywords: lifestyle; scale refinement; India; AIO; VALS; consumer behaviour; psychographics.
International Journal of Knowledge Management in Tourism and Hospitality, 2017 Vol.1 No.2, pp.127 - 151
Available online: 15 Aug 2017 *Full-text access for editors Access for subscribers Purchase this article Comment on this article