European Journal of Marketing
The construct "lifestyle" in market segmentation: The behaviour of tourist consumers Ana M. González Laurentino Bello
Introduction
The explanatory value of traditional criteria is in steady decline. This is because the individuals who together make up the market every day provide examples of very similar purchase behaviour patterns on the part of people differing considerably in socio-economic and demographic terms and vice versa, with growing personalization of consumer habits being observed. Hence, such criteria are tending to be used only as variables describing the market as a whole.
The deep and wide-ranging changes which present-day society is undergoing must also be taken into account, among them being the increasing numbers of single-person households, a decrease in the average number of members making up families, the entry of women (better and better qualified) into the labour market, and the growth in purchasing power of households. This leads to the conclusion that the evolution of society is the principal cause of the need to include further criteria (lifestyles) as essential variables in detailed knowledge of consumers. This paper considers the place that these variables hold in overall consumer behaviour.
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