lifestlye influences consumer choices

Fashion shoppers
are conspicuous consumers who love prestige brands.
are information seekers who spend time researching fashions.
are sensation seekers who value aesthetic elements in clothing.
are utilitarian consumers who are concerned with clothing’s comfort and functionality

According to a recent article in Advertising Age Magazine, a consumer’s lifestyle has great influence on the products they choose to shop for and purchase.  The table to the left describes four categories of shoppers.

When merchandising your optical dispensary, consider the lifestyles of your customers before choosing frame vendors and selecting the labels and frames you will carry.  Keep in mind that lifestyles can cut across the traditional demographic categories retailers have used for years to make decisions.

1. The conspicuous fashion consumer holds a strong belief in the value of prestige brands with an upscale image.  Others’ opinions matter to this group.  They are clearly less price sensitive.

2. Information seekers are willing to put considerable effort into researching fashions by consulting books and magazines.  They are very open to considering new brands.

3. Sensation seekers value aesthetic elements.   They are especially interested in color coordination and believe they have good taste in choosing clothing products.

4. Utilitarian consumers are primarily concerned with the comfort and functionality of the purshase.   Purchasing clothing, for example, is viewed as a necessity as opposed to a fun use of leisure time.

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About Arthur De Gennaro

My friends call me Art. Welcome to my blog. In this space you’ll find information and comments on the ophthalmology world, the optical industry, the hearing industry and medical practice management. My intent is to provide information you can use to improve your business and your own performance. Please visit often and feel free to join the discussions by leaving comments.

You can learn more about me and my consulting company, Arthur De Gennaro & Associates, LLC by visiting my web site www.adegennaro.com

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August 2009

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