Review Studies: Lifestyle and Social Class in Consumer Behavior for Services Industries

Abstract

Lifestyle studies share all about how the people do activities, how their attitudes to get values, how they become as a unique individual and as a group, how they reflect experiences, how they interact in their group, where they are living, how they used their freedom to choose. These characteristics can influence consumer behavior. The power of consumer behavior can be explained by social class studies, these powers can become 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 an important case for a marketer because they can begin a marketing plan, who as consumers, where they are when they need the product. Market segmentation can be played by characteristics of consumers' behavior base on lifestyle and social class.