Transcription of CONSUMER BEHAVIOUR AND LIFESTYLE …
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CONSUMER BEHAVIOUR AND LIFESTYLE …
IRJC International Journal of marketing , Financial Services & Management Research Issue 10, October 2012, ISSN 2277 3622 152 CONSUMER BEHAVIOUR AND LIFESTYLE marketing *; ** *Research Scholar in Management, Bharathiar University, Coimbatore. **Professor in Business Administration, Annamalai University, Chidambaram. INTRODUCTION LIFESTYLE marketing is a process of establishing relationships between products offered in the market and targeted LIFESTYLE groups. It involves segmenting the market on the basis of LIFESTYLE dimensions, positioning the product in a way that appeals to the activities, interests and opinions of the targeted market and undertaking specific promotional campaigns which exploit LIFESTYLE appeals to enhance the market value of the offered product.
IRJC International Journal of Marketing, Financial Services & Management Research Vol.1 Issue 10, October 2012, ISSN 2277 3622 ea m 152 CONSUMER BEHAVIOUR AND LIFESTYLE MARKETING
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