A NEW dimension for segmenting markets has
been developed in recent years. This new
method, called life style segmentation, has been
useful for marketing and advertising planning.
The purpose of this article is to describe the
theory behind life style segmentation and discuss
how it has been and can be applied.
Life style segmentation is the marriage of two
concepts into a single system. One of the concepts
is life style patterns and the other is market
segmentation. In order to discuss the uses of
life style segmentation, it is important first to
examine briefly each component of the system
and then the uses of the total system.