How lifestyle influences consumer behaviour?

Lifestyle is basically how a person lives .It is a function of a person's inherent individual characteristics that have been shaped through social interaction as the person moves through his or her life cycle. It is how an individual expresses one's self-concept through actions. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world. Lifestyle means the ways groups of consumers spend time and money. Lifestyle can include things like Bowling, cooking, car racing, kayaking, attending charity events, having pets, interest in politics, watching sporting events and so on

One's lifestyle influences all aspects of consumption behavior and is a function of inherent individual characteristics that have been shaped and formed through social interaction as the person has evolved through the life cycle. Everyone has two lifestyles-the one they are currently in and the one they want to be in, which is always better than the current one. Marketers exploit this desire to move into a better lifestyle by showcasing people who are better off than the intended target market in their ads. For example most ads targeting children show children that are almost too old for the product, this appeals to younger children who desire to be like them.

Marketers can use lifestyle to segment and target specific markets. Companies such as Mountain Dew and Fender Guitars are targeting their promotions and brands toward the lifestyles of extreme sports fans and participants. Beer brands such as Heineken and Amstel would also see this group as a highly attractive segment, since its members are 107 percent more likely than the average consumer to drink imported beers.