Chapter 14 Lifestyle Differences - "The Social Aspect"



Returning to the description of the model:

As mentioned in the introduction, in a situation where he has to choose and evaluate a given toy, the consumer has several current needs and a whole catalogue of associations to all kinds of possible uses for the toy in question.

These needs and associations are of course motivated by some underlying elements which are the basic causes of differences in lifestyles, i.e. differences in social life, including factors such as life pattern, life cycle, environment, relationships and values.

A lifestyle is the sum of a person’s day-to-day activities, interests and opinions of himself/herself and surroundings.

This chapter will outline factors concerned with the social aspect as these can influence purchasing behaviour or “toy acquisition behaviour”.



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