Abstract
It is useful to know young people's life-style in order to understand them and to consider a marketing strategy for them. This paper deals with a survey of life-styles regarding 634 young people of highschool and college. The survey sheet consists of 40 items of life-style variables, and of several items about occupied goods by young people and goods which they want to get in the near future. The data from surveys were analysed by the principal component analysis and then by the cluster analysis. We have obtained the following results; (1) there are eight lifestyles of young poeple, (2) those styles could not be interpreted by demographic variables, (3) sexual characteristics were found only in styles which had interest in fashion and in European way of life.
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