Use of Lifestyle Segmentation for Assessing Consumers’ Attitudes and Behavioral Outcomes towards Mobile Advertising

Abstract

Purpose-Mobile communication has become an integral part of people's lives in recent times. Consumers' purchasing behaviors have been found to be infl uenced by their attitudes towards mobile advertising. This study explored the usability of lifestyle segmentation to fi nd diff erences among consumers and assessed the relationship between consumers' attitudes toward mobile advertising. Design/Methodology/Approach-The study is based on primary data collected through a survey questionnaire on a consumer sample in Pakistan. The study surveyed 166 respondents and categorized them into three diff erent lifestyle groups: self-indulgents, experiencers, and traditionalists. Factor analysis and cluster analysis techniques were applied on the data to identify lifestyle segments, whereas a one-way ANOVA test was used to fi nd signifi cant lifestyle diff erences among mobile device users as regards their attitudes and behaviors towards mobile advertising. Findings and implications-Signifi cant statistical differences were found among lifestyle segments in terms Sažetak Svrha-Mobilna je komunikacija postala sastavni dio života ljudi u novije vrijeme. Ustanovljeno je da su kupovna ponašanja potrošača pod utjecajem njihovih stavova prema mobilnom oglašavanju. Istraživanje je ispitivalo iskoristivost segmentacije na temelju životnoga stila za pronalaženje razlika među potrošačima i procjenu odnosa između stavova potrošača prema mobilnom oglašavanju. Metodološki pristup-Istraživanje se temelji na primarnim podatcima prikupljenim putem anketnih upitnika na uzorku potrošača iz Pakistana. Ono je obuhvatilo 166 ispitanika i razvrstalo ih u tri različite skupine prema životnom stilu: lagodni, iskustveni i tradicionalni. Primijenjene su faktorska i klasterska analiza kako bi se identifi cirali segmenti na temelju životnoga stila, a analiza varijance korištena je za pronalaženje značajnih razlika među korisnicima mobilnih uređaja prema njihovom životnom stilu, u odnosu na njihove stavove i ponašanja prema mobilnom oglašavanju. Rezultati i implikacije-Značajne statističke razlike pronađene su među segmentima životnoga stila u od

The Promotion of Physical Activity from Digital Services: Influence of E-Lifestyles on Intention to Use Fitness Apps

“…Lifestyles are distinctive patterns of behavior; understanding these patterns in a broad and global sense [ 13 ] involves people’s physical and psychological environments [ 14 ]. Thus, they are based on a large number of individual demographic, domestic, leisure, and professional variables [ 15 ].…”

“…Thus, the segmentation of consumers according to their lifestyles helps to know and predict their consumption behaviors [ 25 , 26 ]. Zaheer and Kline [ 14 ] highlight the importance of lifestyle segmentation due to its limited literature [ 14 , 20 , 21 , 27 , 28 ]. For this reason, it is possible to find works that have used the segmentation of the population according to their lifestyles in sectors as diverse as tourism, organic products, shopping centers, cinema, the financial sector [ 29 ], world fashion [ 30 ], the pharmaceutical industry [ 31 ], and even the sports sector [ 32 ].…”

Co-creation of a food marketing offer by final purchasers in the context of their lifestyles

“…Taking into consideration results of the analysis of the world literature presented above it can be stated that the other researchers studied dependences between lifestyles and such final purchasers' attitudes or behaviors like: ecological behaviors including selecting and recycling products (Adnan et al, 2017); attitudes and behaviors toward mobile advertising (Zaheer and Kline, 2018); e-purchase behaviors (Ahmad et al, 2010); online purchase intentions and attitudes toward brands (Tufail et al, 2018) etc. In the case of food the dependences between lifestyles and purchase or consumption attitudes and behaviors (Latiff, 2020;G eci et al, 2020;Pagalea and Uta, 2012) were analyzed.…”