Lifestyle Typologies

Lifestyles can be defined as the way people live and present themselves to others. They do this through the brands of products they purchase, which reflect matters such as their taste, values, beliefs, and socio-economic status. As consumer cultures have developed, consumer lifestyles have become increasingly significant sources of identity and status, making typologies of them particularly valuable for marketing purposes. Typologies involving lifestyles are classifications of different categories of consumers. These lifestyle typologies are generally developed by marketers to enable advertisers to target individuals more effectively.

Marketers are interested in classifying people to understand people's consumer behavior better. There are two rules that must be followed when classifying people's lifestyles. First, the categories must not be ambiguous—each person must fit into one and only one ...