New Zealand Consumer Lifestyles

Leah Watkins,Rob Aitken,Maree Thyne,John Williams,Kirsten Robertson

doi:10.24135/anzjsi.v1i.50

Leah Watkins, Rob Aitken + Show 3 more

Open Access

https://doi.org/10.24135/anzjsi.v1i.50

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Abstract

This article reports on the results of a consumer lifestyles segmentation study of the adult New Zealand population, which is part of an ongoing research programme conducted by consumer behaviour researchers at the University of Otago since 1979. Six lifestyle segments were identified: the ‘Educated Liberals’, ‘Financial Strugglers’, ‘Contemporary New Zealanders’, ‘Uncertain Young’, ‘Traditional Family Values’, and, the ‘Disengaged’. These segments are based on responses to nearly 200 questions about consumer attitudes, opinions and behaviours from 1,640 respondents. The discussion of the segments provides a number of new and useful insights into the contemporary world of the New Zealand consumer.

Highlights

The current New Zealand (NZ) Consumer Lifestyles segmentation study is the seventh major study of this type carried out periodically since 1979 in the Department of Marketing at the University of Otago
While the characteristics and composition of the majority of these segments remain fairly similar to those identified in the 2015 study (Watkins et al, 2015), changes to the largest segment, the ‘Educated Liberals’, suggest that a number of shifts have occurred
This study provides a detailed analysis of the psychographic patterns, attitudes and behaviours which characterise the 2020 NZ lifestyle segments

Summary

Introduction

The current New Zealand (NZ) Consumer Lifestyles segmentation study is the seventh major study of this type carried out periodically since 1979 in the Department of Marketing at the University of Otago. These studies are intended to provide current and detailed snapshots of the unique behaviours, attitudes and spending patterns of consumers. Consumer lifestyle is a pattern of observable and expressive consumption behaviours related to subjective characteristics such as personality traits and related motives, norms and values, individual opinions and attitudes (Anderson and Golden 1984, Van Acker 2015). Widespread and enduring lifestyles may successfully be studied for clues as to the direction and nature of emerging cultural trends (Zablocki and Kanter 1976)

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