Lifestyle in consumer behavior
Lifestyle
Lifestyle by Sumarwan (2002) is a pattern of consumption that describes one's choice in the use of time and money. A pattern of life which is illustrated in the activities, interests, and opinions (AIO). Sumarwan (2004) to mention just one example of a category dimension AIO the views of measurement is psikografik Activities / activities (work,hobbies, social activities, leisure, entertainment, shopping). Interest / interest (family, home,
fashion, media, recreation). Opinions / opinions (about themselves, issues social, business, products, culture, economy). Lifestyle is the result screening of aspects of social interaction, culture, circumstances, effects and results variety of independent variables that occur in the family (Diana 2006). The relationship between lifestyle and self-concept demonstrated in research comparing the latest range of activities, interests, and behavior related to lifestyle between those who have a free and self-concept interdependent. Self-concept is more likely to look for free and experience pleasure through travel, sports, and entertainment; become opinion leaders; and prefer magazines over TV. Interdependent self-concept 12 tend to deal with the house and activities and entertainment relates domestic including cooking at home. Measurements to see how much influence lifestyle against individuals using psychographic analysis. Psychographic analysis is a technique that investigates how people live, what interests them, and what they like (Churchill Jr., Gilbert A 2005). According to Josep Plumer (1974) in Kasali (2007), lifestyle segmentation measure human aktivitasaktivitas in the following:
1. How do they spend their time
2. Interests them, what is important in sekitrnya
3. The views both to yourself and others
4. Basic character as they go through the stages of life, income,
and their homes.
Sources: http://repository.ipb.ac.id/bitstream/handle/123456789/54416/12ksa_BAB%20II%20Tinjauan%20Pustaka.pdf?sequence=3
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