Effects of changing lifestyles in the retail market.

Douglas Parker

In this paper three topical ways of segmenting retail markets are discussed illustrating the principal advantages and unique insights afforded by each of them individually.

Effects of Changing Consumer Lifestyles In The Retail Market

DouglasParkerDouglas Parker Associates, South Africa

1. LIFE STAGES

The approach taken in this paper is based on studies of Who Buys What, Why and When. It was found that peoples needs differ according to the stage they have reached in their lives. As people get older, and hopefully wiser, so their circumstances alter, their needs and wants change in response to their changing circumstances and their changing levels of disposable income.

In a study amongst a sample of 2000 white households living in metropolitan areas in South Africa in 1990,...

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