Lifestyle is another factor, which influences consumer behaviour.
Lifestyle can be defined as patterns, in which people live and spend time and money. It is one of the most popular concepts in marketing for understanding consumer behaviour and is more comprehensive and more useful than either personality or values. Marketers try to relate the product to lifestyle, often through advertising, to the everyday experiences of the target market.
Lifestyle can also be defined as a mode of living that is identified by how people spend their time (activities), what they consider important in their environment (interests) and what they think of themselves and the world around them (opinions). This means lifestyle reflects a person’s activities, interests and opinions.
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