Find the right lifestyle group and spot your key customers
Richard Baker
When people reach a stage where they have disposable income to spend on goods that aren't essentials, their purchases are driven by needs in addition to functionality.
Since people tend to create order in their lives, they use a fairly consistent set of criteria to dispose of surplus time and money. The application of this set of criteria results in a 'lifestyle'. This is a consumer-centric environment that every new acquisition must fit into, and be consistent with.
For years, 'lifestyle marketing' has stoked the aspirations of affluent...