Open AccessNew Zealand Consumer Lifestyles
Author(s) -
Leah Watkins,
Robert Aitken,
Kirsten Robertson,
John Williams,
Maree Thyne
Publication year - 2021
Publication title -
aotearoa new zealand journal of soc. issues
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.152
H-Index - 2
ISSN - 2744-4554
DOI - 10.24135/anzjsi.v1i.50
Subject(s) - consumer behaviour , market segmentation , consumer research , population , advertising , marketing , sociology , business , demography
This article reports on the results of a consumer lifestyles segmentation study of the adult New Zealand population, which is part of an ongoing research programme conducted by consumer behaviour researchers at the University of Otago since 1979. Six lifestyle segments were identified: the ‘Educated Liberals’, ‘Financial Strugglers’, ‘Contemporary New Zealanders’, ‘Uncertain Young’, ‘Traditional Family Values’, and, the ‘Disengaged’. These segments are based on responses to nearly 200 questions about consumer attitudes, opinions and behaviours from 1,640 respondents. The discussion of the segments provides a number of new and useful insights into the contemporary world of the New Zealand consumer.