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

Budhi Haryanto; Bintang Ready Apriadi

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

机译：在制定营销策略之前先了解生活方式（调查本地品牌的人）

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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.

机译：尽管许多生活方式研究都揭示了AIO（活动，兴趣和观点）并将其与心理因素相关联，但结果仍处于良好状态，这意味着无法将单个模型推广到不同的对象和环境。这项研究旨在探索基于AIO的生活方式细分，并将其与不同对象和环境（即印度尼西亚的传统食品市场）上的人口因素相关联。样本由140位偏爱印尼Surakarta传统美食的人组成。此外，通过使用层次聚类分析数据，以试图解释所形成的分割的轮廓。结果表明，形成了五个部分，即（1）积极的家庭价值观，（2）受过教育的自由主义者，（3）保守的安静生活者，（4）成功驱动的性格外向者，（5）社会追求者。此外，营销人员可以使用此发现来适当考虑其与细分受众群目标相关的策略。

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《European Journal of Business and Management》 |2017年第32期|共9页
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Budhi Haryanto; Bintang Ready Apriadi;
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Be Understand the Lifestyle Before Making the Marketing Strategies (Survey of People Who are Prefer on Local Brand)

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