This study discusses the relationship between lifestyle and individual preferences in choosing local or foreign brands. The sample consisted of 250 people, taken randomly through surveys in several public places in Surakarta - Indonesia, including the department stores, traditional markets, or other public areas, where many people were there and were willing to become research participants. Fur­thermore, the collected data is processed using factor analysis to reduce lifestyle dimensions, and logistic regression analysis is used to explain the relationship between lifestyle dimensions and pre­ferences in choosing a local brand or foreign brand, in this case represented by Wong Solo Grilled Chicken (WSGC) or Kentucky Fried Chicken (KFC).The test results indicate 13 dimensions of lifestyle, and only 5 dimensions are significantly related to brand preference: (1) individuals who have a fashion consciousness lifestyle tend to choose KFC rather than WSGC, (2) individuals with health consciousness lifestyles tend to choose WSGC rather than KFC, (3) individuals with leadership lifestyles tend choosing KFC rather than WSGC, (4) individuals with attentiveness lifestyle tend to choose WSGC rather than KFC, and (5) individuals with extroversion lifestyles tend to choose KFC rather than WSGC. This study also discusses the implications of studies related to the contribution of theory, practitioners, and possibilities for future studies

This study discusses the relationship between lifestyle and individual preferences in choosing local or foreign brands. The sample consisted of 250 people, taken randomly through surveys in several public places in Surakarta - Indonesia, including the department stores, traditional markets, or other public areas, where many people were there and were willing to become research participants. Fur­thermore, the collected data is processed using factor analysis to reduce lifestyle dimensions, and logistic regression analysis is used to explain the relationship between lifestyle dimensions and pre­ferences in choosing a local brand or foreign brand, in this case represented by Wong Solo Grilled Chicken (WSGC) or Kentucky Fried Chicken (KFC).The test results indicate 13 dimensions of lifestyle, and only 5 dimensions are significantly related to brand preference: (1) individuals who have a fashion consciousness lifestyle tend to choose KFC rather than WSGC, (2) individuals with health consciousness lifestyles tend to choose WSGC rather than KFC, (3) individuals with leadership lifestyles tend choosing KFC rather than WSGC, (4) individuals with attentiveness lifestyle tend to choose WSGC rather than KFC, and (5) individuals with extroversion lifestyles tend to choose KFC rather than WSGC. This study also discusses the implications of studies related to the contribution of theory, practitioners, and possibilities for future studies

This study examines the influence of lifesyle on probability in buying intention toward domestic brand (Ayam Bakar Wong Solo) or foreign brand (Kentucky Fried Chicken). Convenience sampling method was employed to acquire 250 samples with the criteria of: (1) the respondents had the intention to buy Ayam Bakar Wong Solo or has intention to buy Kentucky Fried Chicken, (2) respondents had the freedom to take or to refuse to paticipate in the survey. (3) Survey was conducted in the form of direct structured intervew. These conditions were intended to get data acuracy. Logit regression was utilized to predict the influence of independent variable on dependent variables. The analysis indicated that consumer who had fashion conscious life style preferred to buy foreign brand (Kentucky Fried Chicken), the health conscious life style preferred on local brand (Ayam Bakar Wong Solo), leadership life style preferred on foreign brand, caring life style preferred on local brand, and extrovertion life style preferred on foreign brand. In this study, implications of the results were also discussed.