LifestylesIntroductionIf you look up the word Lifestyle in the dictionary you will find the definition “a lifestyle or lifestyle that reflects the attitudes and values ​​of a person or group”. However, this definition doesn't have much to do with marketing or consumer purchasing habits. Another definition that would be of greater relevance and importance to marketers is “Lifestyle refers to a pattern of consumption, how one spends time and money.” A lifestyle marketing perspective shows how people divide into groups based on the activities they enjoy, how they spend their free time, and how they spend their disposable income. This gives marketers the possibility of market segmentation strategies. Market segmentation is the selection of groups of people who will be most receptive to a product. This is done using both demographic data (variables such as age, gender, race, income, occupation, education, family status, and geographic location); and Psychographics (variables such as activities, interests, opinions, product usage patterns, product benefits, and lifestyles that are the subject of this research paper). Lifestyles are more than just how a person chooses to spend their extra income. It is a statement of who one is in society and who one is not. The self-definition of groups by its members is based on the common symbolic system to which the group is dedicated. If the lifestyle marketing perspective is used, then we need to look at behavior patterns to understand consumers. We can better understand how lifestyles and products are related by observing consumer choices across a variety of product categories and also by identifying the set of products and services associated with a type of lifestyle in consumers' minds. it must define consumption constellations (sets of products used by consumers to define, communicate and perform their social roles) and find out which products are complementary to each other (product complementarity is when the symbolic meanings of products are related to each other). Two households can share very similar demographic characteristics and yet be completely different due to the different personality traits and lifestyles of the occupants. By combining personality variables and lifestyle preferences, marketers obtained psychographic data (the use of psychologists...... middle of paper ...... of visitors. This information would serve to guide development of content, partnerships, positioning, branding and communications. Researchers designed an online study that examined the lifestyles, behaviors and attitudes of more than seven thousand visitors to Women.com and their network of websites. Based on these characteristics, they were able to provide a segmentation of visitors, then compare and contrast segments along key measures and across different sites. Multivariate cluster analysis was used to detect groupings, which are were then examined against the remaining variables to finally arrive at the most significant differentiation between the groupings of research respondents Women.com provided an in-depth segmentation of the lifestyle and psychographics of its community and was able to act on this information to improve visitor experience and develop more targeted and meaningful content. Additionally, their advertisers benefited from having more precise descriptive information about their target audience. Bibliography: Lifestyle research... and its implications for marketing... includes the VALS sample2.