Influence of lifestyle on buying behaviour

Abstract

This is a study of the lifestyles and personality traits of Indian executives and their related attribute preferences in consumer goods purchase. The study has attempted to understand and describe the lifestyles and personality of Indian executives, discover the areas of similarities and differences and explore some aspects of the relationship of the same with attribute preferences. The study has mainly used the survey method to study the lifestyles and personality and has covered the aspects of self concepts, life goals, activities, interests, attitudes and beliefs of the individuals. The data collected is from company executives of Ahmedabad and Bombay.