Abstract
The purpose of this paper is to develop, refine and validate a lifestyle instrument in Indian context. At present, the changing demographic profiles, increasing income levels, urbanisation, technology, globalisation and a free flow of ideas from within and outside the country, has brought about a dramatic shift in consumer taste, preferences and lifestyles. Furthermore, the rapid change in the Indian consumers' attitudes and profiles has made it difficult for organisations to cater to the consumer needs and the marketers face an uphill task of catering to the changing consumer perception. Surprisingly, there is a dearth of appropriate scales for measuring such needs and requirements in the Indian research settings. Altogether, the study is a significant beginning towards assembling a well-defined and more holistic image of factors influencing the lifestyles of Indians. The paper also discusses theoretical and managerial implications of the study.
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