Application of Life Style Model to Analyze the Market of Department Stores

Cheng-Wei Chung,Jiun-Jia Hsu

doi:10.4236/jssm.2012.53036

Abstract

This paper is focus on satisfaction of consumer behaviors in different department stores and using life style model to analyze their market difference. Customers were randomly selected from six different large department stores in Kaohsiung City during anniversary periods. The results were shown that total amount spent was below NT$3000 and most of them were for apparel. Anniversary sales, promotion, recommendation from families and friends are three mains reasons to shop in a department store. The life styles were defined in six types and they are confidence, unique, self-oriented, well budgeted, limited budgeted and simple. There are five different life style groups after K-mean analysis. There are busy-confidence group, rational discrete group, urban-city group, easy-relax group, and fashion-shopping group. These five life style groups have significant differences in term of shopping behavior, individual social economic background and willingness for re-purchasing.

Highlights

Since Uon Malshei Department Store was founded in Paris in 1852, the department store has been playing as showcase of economy in the modern city
This paper is focus on satisfaction of consumer behaviors in different department stores and using life style model to analyze their market difference
Our study proceed the test on difference of six dimensions in lifestyle factor and five market segments, and we found that market segment in six different lifestyle factors has significant difference

Summary

Introduction

There are four purposes of study: 1) Will different consumer’s individual socioeconomic background results in different consumer’s consumption behavior; 2) Has any significant difference exists between lifestyle and consumer’s characteristics; 3) Has any significant difference exists between customer’s characteristics and satisfaction; 4) By using different lifestyle as a factor to develop market segmentation of department stores and further differentiate different type of consumer. The results showed that the factors of socio-background such as gender and monthly income were not reach the significant level, that means these two variables is not effected by the lifestyle; but other variables such as age, educational level, marriage status or with or without child and occupation reach significant level (P < 0.05), the second hypothesis has been established. It is important for the department store to carefully classify their customers by their basic information to develop efficient marketing program to attract customers and maximize sales

Objectives

Methods

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Conclusion