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Individual consumer characteristics change as the individual lifestyle changes. Each individual`s unique lifestyle influences substantially the individual consumer behavior. Individual consumer`s behavioral pattern varies significantly depending on the individual consumer`s use of credit cards. Each individual`s lifestyle or individual`s perception of credit cards` brands and perceptual difference in qualities of credit cards` brands influence the individual`s credit card selection. Credit card companies have been doing several researches in analyzing credit card users` lifestyle characteristics and consumer behavioral characteristics. However, researches on the relation of model structure among variables such as individual lifestyle, credit cards brand, quality perception of credit cards and credit card selection are not quite noticeable. Therefore, in this research we aim at providing a theoretical foundation with credit card companies by analyzing the relation of model structure among these factors.

The Relation of Model Structure on the Brand, Quality Perception and Credit Card Selection by Credit Card User Based on Life Style