Impact of Lifestyle Marketing on Purchase Decision by Youth

Abstract

The research-study intended for understanding the-relationship-between factors of lifestyle- newlinemarketing and-how lifestyle influences the purchase decision of customers while purchasing newline newlineshopping goods. Researchers may be more interested in understanding the intensity of newlineinfluence and relation between these factors. This research study attempted for understanding newline newlinethe connecting relations among the product, price, brand image factors-that influence the- newlinelifestyle. The lifestyle factors also influenced the purchase decision of youth. newline newlineThe study concluded that the larger section of youth was in the-age-group-of 18 - 32 years newline(82.5%). The majority of the youth are students (19.9 %) and working professionals (34.5 %). newlineThe study also concluded that a major section of the-respondents resided in North Bangalore newline(24.2 %). The-demographic profiles including age-group, gender, income, and education newlinequalification have always been of interest to a marketer. It gives a deeper insight into consumer newlinebehavior. The study concluded that youth in the=age group 23 27 years were more newlineparticipative than the other groups. Employed and students by profession are more participative newlineand give importance to lifestyle when compared to other professions. The decision-making newlinepattern may vary between the two genders. Both genders have different needs in terms of newlinelifestyle. These demographics could be fundamental factors affecting the lifestyle and purchase newlinedecisions. The findings reassure the experience of accomplishment that display ones way of newline newlinelife. The price-oriented way of living is apprehensive in involving adding value to the buying newlineexperience. The academic contribution of this research study is the basis of chronicling factors newlineof marketing that influences customer lifestyle factors which have a relation with purchase newlinedecision factors. newlineThis research study has presented an evaluative outlook on the lifestyle of youth and their newlinebuying behavior towards shopping goods. The study was conceded in Bangalore with an area newlinesampling technique. Although the research had taken shape and have given results, some newlinelimitations were unavoidable and needed to be included in the study. newline