Be Understand the Lifestyle Before Making the Marketing Strategies (Survey of People Who are Prefer on Local Brand)

Abstract

Although many lifestyle studies have revealed AIO (Activity, Interest and Opinion) and relate it to psychological factors, the results are still in condition, and this means that no single model can be generalized to different objects and settings. This study aims to explore lifestyle segmentation based on AIO and relate it to demographic factors on different objects and settings, namely traditional foods market in Indonesia. The sample consists of 140 people who prefer to traditional food in Surakarta-Indonesia. Furthermore, the data were analyzed by using hierarchical clusters in an attempt to explain the profile of the segmentation formed. The results indicate that there are five segments formed, namely (1) Active Family Values, (2) Educated Liberals, (3) Conservative Quiet Lifers, (4) Success Driven Extroverts, (5) Social Strivers. Moreover this findings can be used by marketers in considering their strategies related to segment target appropriately.

Keywords: market segmentation, demographic factor, lifestyle, AIO, traditional food.