Thanks to economic progress, increased material well-being and improved educational levels, developed economies are experiencing increasing individualization consumer behavior, which is increasingly difficult to explain using socio-demographic criteria.

Socio-cultural segmentation, like benefit segmentation, is based on the idea that individuals who are very different in socio-demographic terms may exhibit very similar behavior, and vice versa. The goal is to create a more human image of buyers, which is not limited only to their socio-demographic profile, but also carries information about their value system, activities, interests and opinions. Lifestyle segmentation, also called psychographic segmentation, attempts to go even further into the area of ​​motivation and personality in the aspect of consumption. Thus, lifestyle is used as an indicator of personality.

As Valet-Florence reminds, the concept of lifestyle is built around three levels of analysis, with varying degrees of approximation in relation to the act of purchase.

At the most stable and unchanging level are individual personal values, i.e. strong and persistent beliefs that a certain way of life or a certain life goal is better than others.

At the intermediate level there is a set of activities, interests and opinions characteristic of a person, demonstrating his value system and closer to the act of purchasing.

At the peripheral level is the totality of purchased and consumed goods, which is a fleeting reflection of the two previous levels.

Valet-Florence proposes to define a person's lifestyle as the interaction of these three levels: a group of individuals with similar behavior at all three levels is homogeneous in terms of lifestyle. Thus, a lifestyle is a global product of a person’s value system, his relationships and activities, as well as his manner of consumption. It describes the essence of life of a group of people and distinguishes it from other groups.

Lifestyle analysis can concern any of these three levels, and the closer the level is to the act of purchase, the easier it is to observe, but the less stable it is. Most empirical studies of lifestyle have dealt with the analysis of activities, interests and opinions (hence the name AIM) and, to a lesser extent, value systems.

The activity of a person is his characteristic behavior and manner of spending time.

The interests of an individual are her preferences and what she considers important for herself in the environment.

Opinions - concern a person's ideas, what he thinks about himself, the environment, politics, industry, ecology, etc.

The main socio-demographic characteristics are phases of the family life cycle, income, education.

Variables that typically form part of a lifestyle analysis can be found in Table 1.

Table 1 Lifestyle Segmentation Variables

Based on the data obtained on these variables, profiles or behavioral stereotypes are constructed, which can represent general profiles of certain subgroups in specific country, suitable for goods of any type, and special profiles, suitable only for certain goods or product categories.

The analytical method used to measure these profiles is to construct a set of questions (300 to 500 depending on the study) and ask a representative sample of respondents to indicate their degree of agreement or disagreement on a 5- or 7-point scale.

If the hypothesis being tested concerns price sensitivity, respondents should be presented with five or six similar statements and asked to indicate their level of agreement or disagreement with them. At the same time, information is collected on the goods consumed and the socio-demographic profile.

Armed with this data, the analyst establishes a correspondence between the obtained estimates for all AIM-type statements and levels of consumption of goods, as well as socio-demographic variables. The following procedure is implemented:

factor analysis is used to limit the set of statements to only the main factors;

the scores given by each respondent on the stored factors are calculated;

respondents who gave the same ratings are grouped into segments using cluster analysis;

segments are named according to the factors most typical for each cluster;

Finally, segments are analyzed based on socio-demographic data to determine their composition.

The usefulness of lifestyle analysis is that the results of this analysis are regularly systematized and updated. Factor analysis applied to the measured variables makes it possible to establish macro characteristics, i.e. a central core of ordered and meaningful responses. These responses are then interpreted to identify stereotypes, or “social styles,” that characterize the society or group of individuals being studied. Two types of analyzes can be implemented: general and specific for a certain category of goods.

General analysis classifies the entire population into 110 groups based on general characteristics lifestyle, such as “receptivity to innovation”, “orientation to family life”, “sensitivity to environmental problems”, etc. Each group has a certain structure of needs, and analysts can find out which consumer groups are most receptive to their products and how to establish effective communication with them.

Lifestyle analysis has certain advantages over in-depth qualitative studies of motivation: the number of respondents is large; conclusions depend little on the interpretation of answers to semi-structured questions; data can be subjected to statistical processing using good known methods; Unlike motivation studies, there is no need to use specially trained interviewers.

Lifestyle analysis was once very popular in market research, especially among advertising professionals, although some experts have long expressed wariness about its validity and predictive power. Certain methodological problems have not yet been resolved.

The main problem is the lack of an explicative theoretical model to identify key variables and formulate hypotheses about the relationships between these variables and purchase behavior. As a consequence, the statements offered to respondents are selected empirically, based on hearsay, opinions expressed by unstructured groups, and there is nothing to suggest that they fully describe attitudes and behavior.

Lifestyle analysis belongs to the causal type of research because its goal is to explain the reasons for people's behavior. However, demonstrating the presence of cause-and-effect relationships requires a properly designed experiment and a special procedure for verifying the observed relationships. The presence of pseudo-correlation and the apparent absence of correlation are classic traps that lead to false interpretations.

These structural weaknesses are reflected at the level of interpretation, since facts accumulated outside of theory are illusory. In fact, the ability to test the truth or falsity of interpretations given by polling firms. The lack of a strict scientific control procedure is a very serious drawback, since on the basis of the proposed interpretations the company must make decisions under risk conditions.

Despite the noted and other problems associated with the development of adequate lifestyle measures, the sociocultural approach is interesting and promising: it represents an undoubted improvement over the use of traditional demographic and economic variables alone.

One of the most important decisions of an enterprise is identification and selection of market segments, cat. They are going to work. When choosing market segments, the company first of all selects its potential buyers. Lifestyle is the organization of life not according to statistics. Criteria, but depending on your opinion, interests, condition. According to their lifestyle, they are distinguished: materialists, activists (opposite to materialists), rigorists (do not accept anything new), egocentrists (focus on one’s self), conservatives (accept developments, but are careful when choosing brands.)

Behavioral principle of market segmentation

Market segmentation - breaking down the market into clear groups of pok-lei, for each. from cat m. department required. Comrade and M complexes. Segmentation is carried out in accordance with. With

a number of principles: 1. geographical; 2. psychographic; 3. behavioral;

4. demographic. Behavioral - based on behavior.

especially, depending on their knowledge, attitude, character of using the product and reaction to the product. IN in this case assessed reasons for making a purchase, benefits sought, intensity of consumption, user status (non-users of the product, beginners, regular users), intensity of consumption, degree of commitment, degree of readiness to perceive the product, attitude towards the product (positive, indifferent, hostile).

Marketers divide consumers into 8 main groups, as follows:

• 1. Realizers - with good taste, successful, sociable people who are not afraid to take responsibility, with the highest sense of personal dignity, such consumers are interested in personal growth and, of course, development. Their style is extremely important for them, however, not as a confirmation or evidence of social status and power, but as a representation of personal taste, character and their own independence. Most often, these are favorites and leaders in entrepreneurship, business, one might say - big shots, they can also occupy some place in the government. They have a wide range of interests, they worry about social dilemmas, and they also react easily to changes. Their acquisitions seem to shout about their refined and unique taste and desire for high quality goods intended for a single consumer group.
• 2. Implementers or Performers - as a rule, these are people in adulthood, wealthy and satisfied with their lives, who love to spend time in thought and contemplation. These are educated people who may have recently retired. They observe the events taking place in their country and in the world, use the opportunity to expand their own horizons (travel to another country for recreational purposes), but since these are American studies and their results are suitable for their population, it is not entirely appropriate to attribute this to Russia . This does not apply to Russian pensioners; they like to be on fresh air and do household chores, but in general this can also be called recreation, since they rest mentally and physically. But now we will return to the Americans - as a rule, these people are satisfied with their career, family and spend their own leisure time at home. Their tastes in products are conservative; they value functionality, durability and value of the product.
• 3. Successful - this is a group with a self-explanatory name, that is, these are successful people who succeed in their service and their career, for them this is the main thing in life. They share the opinion of the majority and choose stability. A career guarantees them a sense of “need,” financial wealth and status. This group of consumers is focused on career, family and their faith. In politics they adhere to conservative views, that is, they defend the value of public and public order, they are also against the adoption of radical reforms and extremism. Their own style and image are just as important to them. They prefer to buy high quality (prestige) goods in order to show their colleagues their own success.
• 4. Risk takers are usually young, impulsive, and full of enthusiasm. These consumers seek variety and new experiences. Values ​​and behavior patterns have not yet been formed and are in the process of formation. They instantly light up with new possibilities, but also quickly cool down. At such a period of life, this consumer group is not interested in politics and the state of the country and the world, and do not yet have their own established views. They spend the bulk of their earnings on going to the cinema, restaurants, buying clothes, gyms, sports sections and other entertainment centers. This group can be classified as Russian students.
• 5. Convinced - these people are usually not innovators, i.e. They adhere to conservatism, are committed to customs and traditions, and, as a rule, are unremarkable. They have precise, undeniable beliefs based on tradition. The main values ​​are: society, faith, nation, family. They spend most of their time at home, in religious places (for example, in a temple, church). They prefer to purchase products from familiar firms and companies.
• 6. Those who try are not entirely confident in themselves, most often their capabilities and means are limited, and when purchasing a product, they seek the approval of society. Money is a big success for this group of consumers because they are constantly short of funds. Often these people feel that life is not fair to them. They choose expensive products and goods, those that are bought by people with greater income than theirs.
• 7. Practical people - as a rule, these people are practical, with well-established views on life, they are conservative in politics, and possibly family men. They purchase only those goods that can provide practical or multifunctional value (cutlery, household items, fishing accessories, tools, etc.). They don’t waste their money, perhaps they have a common budget.
• 8. Resisters - people in adulthood, who often need help when choosing goods. Take care of their own health. These consumers are careful about their purchases and often stick to certain brands.

Scientists note that the provided model has shortcomings and some limitations of application. And we identified several disadvantages of the VALS-2 research system:

• · Closedness of the tools for public use (which was imposed by the Stanford Institute as the developer of this methodology);
• · personal character of the consumer (most consumer decisions are made collectively - for example, by family, and not individually);
• · ambiguous attitude towards products and services, and situations of their use;

Consumers often belong to no one lifestyle; they can change depending on various circumstances, for example, dismissal from work, family discord, or, conversely, starting a family, or rising from the bottom to the top of the career ladder. Style can change depending on the pace of life.

There are also various alternatives to the VALS research system, for example, a model such as LOV (List of Values) - translated as a list of values. This system was developed at the University of Michigan in 1983. This model contains 9 values ​​that respondents rank according to their importance:

• 1. Self-realization
• 2. Anxiety
• 3. Feeling of movement
• 4. Dignity
• 5. Sense of belonging
• 6. Be respected
• 7. Security
• 8. Fun and satisfaction
• 9. Warm relationships with others

Marketers use meaningful importance to categorize consumers into specific segments. As experts note, with the addition of demographic information, the LOV method of foreign researchers is quite effective and productive, and also allows one to recognize market segments, instead of using these segments initially.

The methodology is used to differentiate consumers according to three dimensions:

• - internal focus (values ​​1, 2, 3, 4);
• - interpersonal focus (values ​​8 and 9);
• - external focus (values ​​5, 6, 7).

Consumers with an emphasis on intrinsically oriented values ​​desire control over their lives and make independent decisions. People with an outward orientation are most likely to coordinate their purchasing behavior with the majority in society.

Considering the essence of life style, it is necessary to show in the same way the methods and models of its description.

Quantitative mapping, study and modeling of consumer lifestyles in marketing interests is often associated with psychographics. Psychographics is the quantitative study of consumers' lifestyle and personal traits. The initial psychographic tool was the AIO system (activities - activities, interests - interests, opinions - opinions).

The AIO system outlines the lifestyle of consumers according to characteristics grouped into three groups: activities, interests and opinions, presented in the following table:

This table describes part of the model that can be used to describe the lifestyle of consumers. In order to identify the meaning of the characteristics, a list of questions and statements is used in relation to which the respondent needs to express his agreement/disagreement. For example, in order to assess activity, you can use questions such as: “How often do you go to the theater?”, “How many times a week do you go to the gym?” An example of assessing interests would be questions such as: “Which of the following are you more interested in - fashion, family, or work?”, “How important is self-realization in life for you? " Opinions are revealed by expressing their agreement/disagreement with such statements as: “The product should be cheap, high-quality and multifunctional”, “Thoughts about the future inspire optimism.”

The goals of consumer lifestyle analysis determine the essence of AIO issues. In order to determine the profile, or general lifestyle, the questions of the consumer segment are of the most general nature. Based on the studied profiles of the consumer segment, advertising companies develop ideas for topics for advertising and options for the form, place and time of its placement.

In order to collect information about the product and the relevance of the product to its consumer, the statements and questions of the AIO system may be more specific. Such data is used for the purpose of developing, or modifying, as well as changing the product, in order to formulate a unique selling proposition on the market. This sentence is a short but impressive statement that addresses the main characteristic of the product. Let's say: "Every Mom's Choice" or "Breakfast of Champions." These statements are formed on the basis of consumers’ descriptions of a specific product using the forms of the AIO methodology.

Psychographic research allows firms and companies engaged in trading goods or providing services to study what lifestyles consumers of their products or services adhere to, and this in turn provides enormous potential to communicate most productively with representatives of various segments. At the same time, you can learn how to position a new or existing product in a company and how to quickly convey it to consumers who adhere to a certain lifestyle. The main concept of this method is to look beyond the boundaries of standard variables, presenting the product in accordance with the actions, fears, hopes, and of course the dreams of target buyers.

Thanks to this system, E.P created a similar consumer research system. He wrote that lifestyle is, as a rule, the life behavior of an individual, expressed in such things as interests, opinions, views on life, and activities. The lifestyle of consumers is determined by using quite lengthy questionnaires, sometimes even containing 25 pages. In these questionnaires, consumers are asked to indicate the stage of their agreement or, on the contrary, disagreement with the statements that are presented below:

• - I am a person who most often painstakingly plans everything;
• - In search of fun, I usually leave my home;
• - In most cases, I dress taking into account the delicacies of fashion, rather than clothes that are comfortable for myself;
• - Watching sports competitions on TV gives me great pleasure.

Research companies have designed classifiers of life styles, dividing the latter into 6-10 types, within the framework of which they conduct special research. Marketers often develop specific advertising programs aimed at consumers of a particular lifestyle.

Any person is, first of all, an individual, which explains his relatively constant reactions over a long period of time to the influence of external environment. The personality type is characterized by these traits, such as: conviction, sociality, independence, self-confidence, etc. For example, coffee companies have determined that active coffee consumers are highly social people.

Self-presentation is difficult, internal ideas about one’s personality, about one’s “I”. For example, if someone thinks of himself as a creative, active and deep person, then he will look for a product or service that matches these characteristics.

Cultural characteristics include culture, subculture, and social class. It is very important for marketers to have an understanding of changing cultural factors in order to respond to them with the latest product offering.

By culture we understand the totality of the main values, desires, beliefs, and behavior adopted by a member of society from the family and other social institutions.

Subculture is a group of people with a united system of values, based on common life experiences and various situations, for example, national, religious and regional groups. When conducting marketing research in the given area, they first look for answers to the following questions: “Is the introduction of a new product associated with a particular ethnic group, or does belonging to this group not play a special role?” Possession of which consumer products allows the consumer to be assigned to a certain culture or subculture.

Social class is a relatively ordered and stable social group whose members share common interests, behavior and values. Here the following questions are often explored: “Is the provided product group or a particular brand a sign of belonging to some social class or social group?”

Social factors include small groups in their own structure, divided into:

• - membership groups;
• - reference groups;
• -social roles;
• -family;
• - social status.

A membership group is a group of people to which certain individuals belong and which has a direct influence on their behavior, in particular co-workers, family, friends, comrades.

A reference group is an association of people, according to which a person makes direct or indirect comparisons when forming lines of behavior and his relationships. People are often influenced by reference groups of which they are not members. This effect occurs in at least three ways:

• - through demonstration of new behavior and lifestyle;
• -by changing people’s attitudes and their life assessments;
• - by changing views and assessments of certain products.

The reference group may have an opinion leader who has a particularly strong influence on the rest of the group. Disclosing opinion leaders in order to exert special influence on them is one of the tasks of marketing research in this area. It is especially important to study the opinions of members of the reference group when releasing a new product.

Social role refers to certain types of activities that an individual is expected to carry out in accordance with his relationship to the people around him. Suppose one and the same person can act as a daughter, mother, and teacher. The fulfillment of a role presupposes the active activity of its performers in accordance with their environment. Depending on what role a person plays at a certain moment, his purchasing decision depends.

Status is a person's position in society. Let's say, the status of a teacher, the status of a mother. Status expresses the average assessment given to a person by society.

In his purchasing behavior, a person relies on his status. This may apply to clothing, food, choice of gym and much more.

3 RUSSIAN EXPERIENCE OF CONSUMER TYPOLOGY BY LIFE STYLE

In 1998, the international advertising agency Leo Burnet conducted a study of the changing life values, psychological and behavioral stereotypes of Russia, Ukraine, Estonia, Czech Republic, Slovakia, Poland, Romania, Hungary, Germany. In Russia, 2 thousand people aged 16 to 70 years were surveyed in 12 largest millionaire cities [see. 17; With. 148].

In accordance with the results obtained, Russia, as well as other countries of the socialist camp that experienced the transition from a socialist model to a market economy, was characterized by the presence of three groups of consumers: mobilizers, optimists and disillusioned. Clearly, this study has provided very valuable empirical material for advertising agencies. However, the geography of the sample and the scale, naturally, did not allow detailed analysis to identify the typology of consumers. The data obtained are of a very general nature.

However, research in Russia continued and, as follows from the article by P.K. Zalessky "World and Russian experience typology of consumers by lifestyle" [see. 3; With. 11], based on an analysis of the Russian Target Groups Index data for 1999-2001. (more than 100 thousand respondents) a typology was created called RULS (Russian Life Style - an analogue of the American model VALS-2).

The procedure for constructing a typology of consumers and their preferences was carried out in stages. First, a factor analysis of 230 situational statements was carried out and factors influencing purchasing behavior were identified. These factors are:

Focus on price (expensive-cheap);

Focus on quality (buy less, but best quality, or buy more in reserve);

Brand orientation (purchasing a product as a category or choosing a competitive brand);

Spontaneity/calculation (purchases, including food, are carefully planned or made impulsively);

Innovation/traditionality (willingness to try, experiment, buy out of curiosity or conservatism, attachment to proven products);

Focus on imported or domestic products.

A more in-depth analysis of the factors identified three main ones: focus on price, quality, and fame. When projected onto each of the three axes, each respondent receives the corresponding coordinates in the three-dimensional space of factors influencing purchasing behavior.

The final result of the study was the formation of psychographic types, which consisted of creating 9 possible combinations from the resulting groups of variables (similar to VALS-2). Based on the 2000 RTCL sample survey (33,942 people aged 10 to 70 years), eight non-overlapping psychographic groups were identified that differ significantly from each other in the main categories. The names of these types were chosen taking into account their correspondence to international psychographic typologies:

1st type. “Survivors” – 17%. The main thing for this group when choosing goods is price. Chronically poor, resigned and passive. They barely make ends meet and have difficulty meeting their daily needs. Costs for purchasing food, clothing, shoes and durable goods (consumer activity) are below average. The main thing for them when choosing goods is price. They look for cheaper goods and spend almost all their money on food. There are practically no complex household appliances on the farm. The selection of furniture and other durable items is limited to older models. Active TV viewers and radio listeners (more than 3 hours a day). They are irritated by advertising, prefer traditional products, and do a lot of housework. Women are characterized by sewing, knitting, and caring for indoor flowers. The main consumers of cheap products, groceries, second-hand goods. They often buy food in reserve. They usually go to stores located near their home. Leisure is limited to reading newspapers and television series. The press prefers to read, along with local news, publications on medicine, gardening, and correspondence with readers. Books are rarely bought, mostly detective stories and textbooks. Concerned about rising prices and the performance of utilities. They are often sad and worried. Tend to moralize. They are religious and try to observe norms and rituals. Celebrated regularly Religious holidays. Education is predominantly secondary and incomplete secondary.

2-type. “Traditionalists” – 9%. When choosing goods, they are primarily guided by price, but they tend to buy familiar products, the quality of which they have seen from their own experience. Consumers of local unbranded products prefer domestic products and goods. They buy cheaper products and love sales. They are preoccupied with material and family problems, which they spend most of their time solving. Mostly homebodies. Take care of their own garden plot, which significantly meets food needs. The most active summer residents. Adherents of conservative moral values ​​are prone to moralizing. They strive to express their opinion, despite the objections of others. Advertising is treated with irritation. They strive to buy products whose quality they have seen from their own experience. They plan purchases in advance, counting every ruble. Save money for large purchases. They give their preference to dramatic and opera performances. However, leisure time is not organized, they rarely even go to the cinema. Along with detective stories, they prefer books on housekeeping and recipes. From publications in the press, local city and regional news, topics about health, medicine, cooking, and TV program announcements are specially selected for reading. The focus is on the consequences of the breakup Soviet Union, the situation of Russian speakers in the neighboring countries, interethnic and religious conflicts. We would like everything to be accurate and predictable.

3rd type. “Striving” (Strivers) – 13%. When choosing goods, they are mainly guided by price and brand recognition. They are trying to adapt to market conditions. The material level allows you to satisfy your current needs for food and clothing, but you have to save money to buy quality goods. They are gradually updating household appliances, clothing and shoes. They have a good understanding of food and product brands. They strive to find the best value for money. They make family decisions about purchasing food and household goods, medicines, confectionery, jewelry and budget items. They try not to buy unfamiliar brands of goods and products. They treat advertising with understanding. They are impressionable and susceptible to outside influence. Before making serious purchases, they try to find out the opinions of others. Spontaneous and fickle in actions and assessments. They represent a reserve of innovators. They declare a love for classical music and jazz, however, they often limit themselves to reading literature rather than going to a concert. Medicine, health, child care are their main topics in the press, in addition to the traditional city chronicles, crosswords and horoscopes. They show particular interest in publications about new products and services. Distinguishes the purchase of children's literature, poetry, detective stories and romance novels. They are concerned about health problems, gender relations, and interethnic conflicts. A garden plot or cottage is the main vacation spot.

4th type. “Mainstreamers” - 18%. Passive purchasing behavior without expressed attitudes. They declare detachment from solving everyday problems. Independent purchases They commit situationally, more often - according to a list compiled by a housewife. They usually go to stores located near their home. Practical and self-sufficient, focused rather on functional purpose goods. They live mainly for today, not always worrying about tomorrow. They try not to borrow money and spend it carefully. They buy only the essentials. They trust those brands whose quality they themselves have seen. Plan important purchases in advance. Leisure activities are poorly organized. In the summer, they spend time at their dacha or garden plot, which not only significantly helps meet the need for vegetables and fruits, but also provides additional income from the sale of what they grow. They rarely read, mostly professional literature, science fiction, and detective stories. The press pays attention to local news, crime chronicles, and television program announcements. Among the current socio-political problems are military conflicts and the situation in the army.

5th type. “Careless” – 6%. Passive purchasing behavior without expressed attitudes. They do not take part in housework and are reluctant to go shopping. They are interested in modern music and fashionable sports. Interests: computers, computer games, Internet. They have a good understanding of product brands, although they treat advertising with some distrust. Somewhat self-confident. They consider themselves experts in audio and video equipment, computers and cars. Few people read periodicals. Active television viewers and radio listeners (more than 3 hours a day). They don’t like to stand out, they live in “their own world.” They go to the library more often than to a concert, but they don’t deprive themselves of the pleasure of “hanging out” at a disco or in a club of similar interests. They prefer fantastic literature and buy dictionaries and reference books. They are engaged in collecting, playing musical instruments. They love jokes, jokes, crosswords, and horoscopes. Focus on studies, problems environment, family relationships.

6th type. “Innovators” – 14%. When choosing products, they are mainly guided by brand recognition. Energetic and full of enthusiasm. Active imitators, fashionistas. They seek variety, are prone to risks and the unusual. They may declare contempt for comfort, but strive for prestige and success in life. Buy foreign literature, textbooks, reference books and fiction. Actively use the computer and the Internet. The press primarily pays attention to publications related to leisure activities, computer technology, and travel. They love jokes and crosswords, secular news, and horoscopes. Active consumers of imported brands. Are independent in choosing soft and alcoholic drinks, household appliances, cosmetics and toiletries. A significant part of the expenses consists of purchasing fashionable clothes, visiting fast foods, and entertainment. Purchase oriented famous brands, mostly imported. They may overpay, but buy a product from a well-known company. They love cinema, rock and pop music concerts, and satirist performances. They are happy to spend money and make spontaneous purchases. They are gambling and actively take part in lotteries and drawings. They strive to keep themselves in sports shape. "Eaters" of advertising. Earnings and exchange rates, sex, study are the most pressing problems for them.

7th type. “Successful” – 10%. When choosing products, they mainly focus on the quality of the product. Mature, satisfied with their material level. They love comfort, value order and responsibility. They take care of the family. Well versed in the assortment. They try to choose convenient and comfortable things. “Hunters for quality” are prone to a demonstrative, “Veblenian” style of consumption. If they choose a brand, they try to buy it. Active buyers fiction various genres, professional literature. They have varied hobbies: from playing music and training pets to drawing and wood carving. They are willing to pay for high quality, as they understand it. Moderately conservative, loyal buyers of branded products, including domestic ones. To a lesser extent they influence decision-making on food purchases in the family; they are independent in choosing brands of cosmetics, men's and women's perfumes, automobile accessories, computer equipment, construction and finishing materials. They tend to give old, but good, things to others. Active TV viewers and radio listeners (more than 3 hours a day). Country house - a good place for a break from city life, but they tend to spend their holidays in new places, incl. Abroad. Advertising is tolerated. They prefer museums, exhibitions, and classical art. They demonstrate concern for general social problems: the state of science, culture and education; they are concerned about the situation regarding the independence of the media, environmental problems, and the fight against AIDS. Active readers of periodicals, “eaters” of information. Energetic and purposeful.

8th type. “Achievers” – 13%. When choosing products, they are mainly guided by the quality and reputation of the brand. The majority are highly wealthy and prosperous. "Hunters" for prestige. We are ready to pay any money to match the image of a successful person. Visitors to expensive stores, antique salons, boutiques. They lead an active lifestyle. Adaptive and goal-oriented. Demonstrate high loyalty to selected brands. They prefer to overpay, but buy a product from a well-known company. If you like something, you are ready to make a purchase right away. Old things tend to be thrown away or given to those in need. They independently make decisions about the purchase of complex household appliances, audio and video equipment, cars and accessories. Actively use the computer and the Internet. The impact on purchases of household goods, medicines, and kitchen utensils is insignificant. They love pop music concerts and often go to the movies and theaters. They prefer encyclopedias, dictionaries, professional and classical literature of various genres. Concentrated on work. The focus is on general economic problems, exchange rates, relationships at work and in the family, and personal safety. The press is interested analytical materials on an economic topic, modern technologies, cars, tourism. They love videos, prefer comedies, action films and light erotica. A dacha is a good place to take a break from city life, but people tend to spend their holidays in new places, incl. Abroad. They value their freedom and are sociable. Focused on success in life and career. They believe that money is the best indicator of success. They admire those who earn a lot and want to look the same in the eyes of others.

This lifestyle typology is the first study of this type. The results obtained were confirmed by relevant statistical indicators; in particular, the presence and nature of the relationship between the identified psychographic types and the consumption of a wide range of goods and services were confirmed. They can give sociologists and marketers a universal tool that allows them to meaningfully supplement traditional types socio-demographic analysis of consumers and social groups. It is obvious that research in this direction must be continued and deepened.

It is important to introduce modern marketing technologies into Russian business, primarily in order to increase the competitive ability and efficiency of the company. And, one of the most important goals here is to study your consumers, because when you know who your client is and what he wants, it will be much easier to create what he wants to buy. Life style is a very important psychographic criterion, which to a greater extent allows us to reveal the motivation of consumer behavior, which means that it helps to understand what guides a potential consumer when choosing a product. Based on this data, you can easily improve your product and create an effective advertising campaign [see. 3; With. 12].

Based on the experience of foreign companies, we can confidently say that studying the lifestyle of their consumers is not only relevant, but also quite profitable. In itself, knowing your consumers from this side greatly helps to understand their psychology and build an advertising campaign or improve a product with greater efficiency.

CONCLUSION

Having considered theoretical basis features of lifestyle, it can be concluded that lifestyle is an umbrella concept defined as the way a person lives in general and how he spends time and money. It is a function of the characteristics inherent in an individual, formed in the process of his social interactions as he moves through the stages of his life cycle. The consumer's lifestyle is influenced by both external, social factors - culture, values, demography, subculture, social class, reference groups, family - and individual characteristics - motives, emotions, personality. Individuals, households and organizations have their own life styles, and all these styles interact with each other. With the help of such concepts as lifestyle, people interpret the events happening around them, interpret, comprehend and predict them, and coordinate their values ​​with the events. Values ​​are relatively constant, but lifestyles change quite quickly. In this regard, researchers have to constantly worry about updating and improving scientific methods and marketing strategies. Some of the most successful advertisers owe their success to the fact that their marketers tracked the lifestyle trends of their target consumers and reflected them in their messages.

Having considered the theoretical foundations of lifestyle features, it can be argued that lifestyle is one of the main concepts used in consumer behavior; it shows how a person spends his money and spends his time. The formation of a life style is based on the totality of a person’s personal qualities and values, but life style is also influenced by other factors (demography, social class, family, etc.)

The analysis, description and modeling of consumer lifestyles for marketing purposes is often associated with psychographics.

Psychographics are one of the most common methods for measuring lifestyle. With its help, you can obtain quantitative observations, moreover, on the space of an entire segment by applying the AIO model.

Life style is a component criterion of psychographic analysis, which, in turn, is the main and most effective sign of market segmentation. This happens because lifestyle forms the basis of unconscious motivation, which guides the consumer when choosing any product or service.

There are many methods for classifying life style, and they are developed mainly on a regional basis, since the lifestyle of regions, such as the USA, Europe, Russia, differ in general and have many individual characteristics.

The ancestor of the methods was the VALS model, which served as a platform for creating improved models, such as VALS-2, TGI, etc., including special models for Russian market- RULS, R-TGI.

Regarding Russian companies, the method of studying styles is not a priority for them. For work, only demographic statistics are used, which are often collected by non-professionals and are not effective. Of course, just like marketing in general, consumer behavior is new for Russia, therefore, there is certainly a trend towards development. Models that classify lifestyle have been actively used for just over a decade. Their modifications, distribution and reduction to simplicity will allow development promising direction research into buying behavior styles.

Western companies have long been using style studies, which helps them not only understand what kind of consumer they really are, what they need at this stage of life from the manufacturer, but also consider behavioral trends, which helps them successfully and timely change the product in the future.

To date, there is no fully developed theoretical model that shows which lifestyle characteristics should be studied and how they relate to purchasing behavior. In most cases, the researcher acts by trial and error. Several general psychographic systems have been developed abroad.

Of course, the methodology and typology require further development, both in general and in each country.

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Annex 1

Segmentation of consumers by lifestyle based on the VALS method

Population share (from 18 years old)	Type of consumers	Values ​​and lifestyles	Demographic characteristics	Buying behavior
1	2	3	4	5
Driven by needs
4%	"Survivors", Survivors	Fight for survival Mistrust No place in society Guided by instinctive needs	Income at poverty level Low education Many minor members (families) Many live in urban slums	The most important thing is the price Interested in basic products Shopping to satisfy immediate needs
7%	"Patient", Sustainers	Security concerns Unreliability Compulsion Dependent, Slave Knowledgeable, decisive	Low income Low education High percent unemployed They live in both cities and rural areas	Price is important They want guarantees Cautious
Guided by external factors
35%	"Belong to Others", Belongers	Regular Don't experiment Traditional, formal Nostalgic	Low to moderate income Education low-secondary Work as clerks Prefer to live outside the city	Family Homemade Quirks Medium and low mass market
10%	"Imitators", Emulators	Ambitious, ostentatious Concerned about their own status Moving up Energetic and competitive	Average to very high income - “Always Young” They live only in large cities Usually these are men, but the situation is changing	Consumption is conspicuous - “Own” goods Tend to imitate Follow fashion
22%	"Achievers", Achievers	Achievement, success, fame Materialism Leadership, effectiveness Comfort	Very high income Leaders in business, politics, etc. Highly educated Live in cities and suburbs	Products must convey a message of success Latest models Luxury goods and gifts - “New and improved” products
Guided by internal factors
5%	"Individualists", I-am-Me	Pronounced Decisive, impulsive Experimenters Fickle	Young Many are not married Students or those starting to work Have rich parents	Express someone's taste They like to experiment Free from prejudice, prone to great whims Shopping is similar to shopping for friends, neighbors, etc.
7%	"Experienced", Experiential	Seeking direct experience Active, involved in everything Personality oriented Artistic	Two sources of income Most are over 40 Many have young families A good education	It's the process, not the product that matters Alive, engaged open views sports Doing household chores Engage in creativity and introspection
8%	"Socially Conscious", Societally Conscious	Bear social responsibility They live simply Small scale of everything Internal growth	Two sources of low or high income Excellent education Different ages and areas of residence Mostly white	Conservative Simplicity Thrift Care about the environment
2%	"Integrated", Integrated	Psychological maturity Feeling of Conformity Tolerant Look at the whole world	Good to very high income Various age groups Excellent education Various works and places of residence	Various ways self-expression Aesthetic Think about the environment Prefer unusual objects

Compiled from [see 14; With. 346-347]

There are no right or wrong answers to this part of the segmentation process. Hence the requirement for managers to build a selection of variables for the specific nuances of their market. For example, there may be buyers who are aware of or highly responsive to external trends. These include people concerned about the environmental damage of recycling products and production processes. Another option is to find out which buyers' income changes most closely correspond to the general economic situation. Or, conversely, there may be buyers whose business, market or lifestyle is clearly influenced by political forces and government regulation.  

sales representatives. The company developed a program to capture as large a share of the pager user market as possible. With a goal of capturing 75 percent of the market by 1993 (the company's market share was only 45 percent in 1992), company executives used lifestyle segmentation to attract additional consumer groups to the market, such as parents who leave their children with nannies, as well as elderly people living away from relatives, but maintaining contact with them.  

Segmentation was not limited to geographic variables; user characteristics of paging systems were developed, new sales representatives, agents and technical specialists were attracted. When developing a program to attract additional consumer groups to the market, company managers used segmentation based on lifestyle (birth  

These segmentation methods are used in sales promotion strategy, especially in developing the main advertising message to show that the offer will provide the expected benefit, as well as in choosing the advertising media that is most effective in achieving goals in the intended market segments. In many cases, segmentation is taken into account when developing a distribution strategy. Lifestyle influences how and where consumers choose to buy products. Working people with little free time may prefer to shop at home and respond to direct marketing in catalogs or direct selling. Retail trade, in its  

Numerous studies of the lifestyle of Russians show that the dominant role in behavior is played by the social environment that surrounds a person or to which he strives to belong. Lifestyle is determined by the interests, opinions and actions of individuals, it cannot be reflected only by statistical indicators. In a society with a stable economy and predictable politics, when it is possible without deviation to identify habits of an intellectual, moral nature, desires and reluctances, segmentation by lifestyle complements the existing quantitative indicators about the target audience.  

In table 4.1 presents a wide variety of ways to segment consumer markets. None of them can be considered optimal for all retailers. The market is segmented based on factors that influence the consumer's store choice and decision-making process. The most common approaches in this case are segmentation by geography, demographics, lifestyles, purchasing situations and benefits sought.  

To improve their performance, retailers group all consumers into segments and focus their efforts on the most attractive ones. Market segmentation is carried out in accordance with various geographical, demographic criteria, depending on lifestyles, usage situations, and benefits sought. Each approach has its advantages and disadvantages, so most often merchants define their segments using several segmentation variables.  

The same market could be presented in another way, for example, expanding the list of forms of trade by adding company stores and sales on television. Instead of segmenting by clothing style, other approaches could have been used, as discussed in Chapter 1. 4, for example by demographics and lifestyles. And yet let in Fig. 51 only one way of describing the women's clothing market is used; it clearly shows how to determine  

SEGMENTS. Many markets can be divided into several large segments. Segmenting based on benefits sought refers to a group of people who are looking for similar benefits. For example, some buyers are interested in low price, others care about the high quality of the product, and others care about service. Demographic segmentation means identifying a group of buyers who have common demographic characteristics - wealthy senior citizens, young people with low incomes, etc. Situational segmentation means dividing consumers into groups according to the use of the product, for example, airline passengers who go on a business trip, on vacation or for an urgent matter. Segmentation by product use means dividing customers into groups based on how often they purchase a given product. Lifestyle segmentation means dividing consumers into lifestyle groups - for example, suburbanites who wear furs and ride in minivans or strong men in trucks with pistols.  

In accordance with table. 1 in part 1 the profile of the product or service is determined, i.e. the benefits that can be provided to potential customers. Narrow concentration on technical specifications The proposal goes against the very principle of marketing orientation, but this still happens too often in practice. Moreover, the description of the target audience must represent the psychographic profile if it is to be considered as a major factor in developing a communication strategy. The description should include everything that is known about the audience's lifestyle, aspirations, reference group membership, etc. An example of the practical use of such a psychographic profile in the UK is the paid lifestyle description system A ORN, which is used to segment target markets.  

SEGMENTED BY