Influence of lifestyle on the shopping behavior of youth in India (original) (raw)

2020

Abstract

Lifestyle is the way in which the people live, spend their time and money. It is a manner of the way one leads to life. The lifestyle of a person is his way of expressing his feelings, attitudes, interests, and opinions. The youth lifestyle has always been of great importance to marketers. Individuals associate themselves with different lifestyles to express themselves or their personalities. Individuals can be sorted into groups on the basis of the things they like to do, how they like to spend their leisure time and how they choose to spend their disposable income. Lifestyle positioning is positioning the products from functional attributes to featuring the product as representing a lifestyle. The research study aims to connect the lifestyle of youth with respect to the reason for the choice of brands to communicates lifestyle.

Dr Soney Mathews hasn't uploaded this paper.

Let Dr Soney know you want this paper to be uploaded.

Ask for this paper to be uploaded.