We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
The New Zealand Consumer Lifestyle Segments.
- Authors
Watkins, Leah; Aitken, Rob; Hinder, Cathy; Lawson, Rob; Mather, Damien; Paul, Anahita; Robertson, Kirsten; Williams, John
- Abstract
This article reports on the results of a consumer lifestyles segmentation study of the adult New Zealand population, which is part of an ongoing research programme conducted by consumer behaviour researchers at the University of Otago since 1979. Seven lifestyle segments were identified: the 'Progressives', 'Disengaged', 'Young Pleasure-Seekers', 'New Greens', 'Success-Driven Extroverts', 'Quiet Lifers' and 'Traditional Family Values'. These segments are based on responses to nearly 200 questions about consumer attitudes, opinions and behaviours from over 2,000 respondents. The discussion of the segments provides a number of new and useful insights into the contemporary world of the New Zealand consumer.
- Subjects
NEW Zealand; CONSUMER behavior; CONSUMER attitudes; CONSUMER preferences; CUSTOMER satisfaction
- Publication
New Zealand Sociology, 2015, Vol 30, Issue 1, p111
- ISSN
0112-921X
- Publication type
Article