CONSUMER LIFESTYLE: A CASE ON USERS OF NATIONAL AND INTERNATIONAL BRAND LIPSTICK

WULANDARI, DEWI and AGUSTINI, MARIA YOSEPHINE DWI HAYU (2019) CONSUMER LIFESTYLE: A CASE ON USERS OF NATIONAL AND INTERNATIONAL BRAND LIPSTICK. Journal Of Applied Management (JAM) Consumer Lifestyle, 17 (2). pp. 303-311. ISSN 16935241

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Abstract

This research is aimed at understanding lifestyle of users of national brand lipstick (Wardah) and international brand one (Revlon)using AIO variables that comprise of activity, interest, and opinion. Data was gathered from respectively 30 lipstick users of Wardah and 30 of Revlon who reside in Semarang using questionnaire. Description analysis was to describe lifestyle of both samples and then was analyzed using independent t test for two unrelated samples to know if they differ in their lifestyle. The results show that there are differences of lifestyle between two groups of sample in which the Wardah users are more likely dominant in the variable of interest while the Revlon users are more likely dominant in the variable of activity and opinion. Segmentation and targeting strategy according to consumers’ lifestyle are thus important for succeeding the company.

Item Type: Article
Subjects: 600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management
Divisions: Journal Publication
Depositing User: Ms Dwi Hayu Agustini
Date Deposited: 15 Sep 2020 08:12
Last Modified: 15 Sep 2020 08:12
URI: http://repository.unika.ac.id/id/eprint/22076

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