Lifestyle: Is a person s pattern of living as ex-
pressed in his or her psychographics.It involves measuring consumers major AIO dimensions activities (work, hobbies, shopping, sports, social events), interests (food, fashion, family, recreation), and opinions (about themselves, social
issues, business, products).
Example
BMW doesn t just sell convertibles, it sells the convertible lifestyle: "Skies never bluer. Knuckles never whiter."