Lifestyle and Social Class is Reflected in Consumer Behaviour for Services Industries

7 Pages Posted: 21 Jul 2015 Last revised: 22 Jul 2015

I Gusti Bagus Rai Utama

Universitas Dhyana Pura; Management Study Program

Date Written: July 14, 2015

Abstract

Lifestyle studies share all about how the people do activities, how their attitudes to get values, how they become as unique individual and as a group, how their reflect experiences, how they interact in their group, where they are living, how they used their freedom to choice. These characteristics can influence consumer behavior. Power of consumer behavior can be explained by social class studies, these powers can be come from occupation, education and qualifications, income, wealth or net worth, ownership of land, property, and means of production, economical factor, political factor, and cultural factor. Lifestyle and social class can influence consumer behavior. It is importance case for marketer because they can begin marketing plan, who as consumer, where they are, when they need product. Market segmentation can be planed by characteristics of consumers’ behavior base on lifestyle and social class.

Keywords: lifestyle, social class, services marketing, consumption, prestige

Suggested Citation

Utama, I Gusti Bagus Rai, Lifestyle and Social Class is Reflected in Consumer Behaviour for Services Industries (July 14, 2015). Available at SSRN: https://ssrn.com/abstract=2630570 or http://dx.doi.org/10.2139/ssrn.2630570

I Gusti Bagus Rai Utama (Contact Author)

Universitas Dhyana Pura ( email )

Br. Tegaljaya, Dalung, Kuta Utara
Badung, Bali
Denpasar, Bali 80351
Indonesia
+62361426450 (Phone)
+62361426452 (Fax)

HOME PAGE: http://www.undhirabali.ac.id

Management Study Program ( email )

Br. Tegaljaya, Dalung, Kuta Utara
Badung, Bali
Denpasar, Bali 80351
Indonesia
+62361426450 (Phone)
+62361426452 (Fax)

HOME PAGE: http://www.undhirabali.ac.id

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