Nowadays the consumer is inundated with advertising from morning to evening. Advertisements abound on radio, television, print, on film, in the streets, in our mailboxes, on the internet, on our clothes; in shops etc. It was during the period between 1960-70 advertising became a determinant of corporate strategy. The consumer society was booming in this period. Advertising is a targeted message that aims to persuade individuals or agencies to approve or support the company's product in any way.
[...] This a-posteriori analysis of lifestyles is used in marketing to refine and improve the choice of firms. Promotional campaigns: advertising agencies use the results to identify the media which would be the most appropriate medium of communicating with their target. They use the information collected to improve their advertising campaigns. Market segmentation: A large number of companies use this method to help identify promising market segments. It helps identify some characteristics of consumption of the population being analyzed. Positioning or repositioning a product: A company seeking to develop a new product, studies the segment it hopes to target. [...]
[...] Finally, there are problems of matching approaches to lifestyles in the European and French context. It is very difficult to adapt the standards of measurement to an international context due to the problem of linguistic equivalence, stability, and problems with the measuring instrument. The tool that has been developed in the U.S. (home country) is treated as a standard that is applicable to all other countries. Besides, there is a serious fragmentation of the markets. For example, France is a very diverse country by region. [...]
[...] of values and personality traits that determine the interactions between the individual and his entourage. The personality: The perception is that each individual himself determines his personality. This perception depends on his or her self- image. It develops from an awareness of our own behavior, the behavior of others towards us, and also the comparisons that we make with others. There are several facets of the self-image. There is the self-image which is the perception we have of ourselves; the ideal self-image that represents what we want to be; the social self-image is the image that we think others have of us and finally the ideal social self- image is the image we would like others to have of us. [...]
[...] Utility Marketing The types of lifestyles that are mostly used in advertising and their analysis can often lead to innovative marketing policies. The study of lifestyles can lead to knowledge about new market trends. All of these tests provide a better understanding of the business environment and help identify products that are perfectly suited to different market segments. In order to analyze further, we must first take the time to understand what constitutes "lifestyle". A study of the lifestyle is useful to distinguish social lifestyles (living cultural and social) psycho graphic groups (consumer groups that share a set of values and points of interest) and finally the socio-style (socio- cultural trends). [...]
[...] In this example, the concept translates into and understanding of the link between the criteria of the sales area and customer satisfaction. The canonical analysis can therefore handle large volumes, to analyze variables of different natures or to calculate latent factor scores. The second approach would be to assess the temporal evolution of lifestyles that would anticipate social change. This involves looking into the past to predict the future from existing developments. By this method one may imagine the unfolding of the different classes of lifestyles. [...]
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