1. Consumer Behavior1 LIFESTYLE

2. Consumer Behavior2 PSYCHOGRAPHIC CHARACTERISTICS

3. Consumer Behavior3 Bare Necessities over Years

4. Consumer Behavior4 LIST OF VALUES l Self-respect l Security l Warm relationships with others l Sense of accomplishment l Self-fulfillment l Being well respected l Sense of belonging l Fun; enjoyment; excitement

5. Consumer Behavior5 LIST OF VALUES Value 1976 1986 l Self-respect 21% 23% l Security 21 17 l Warm relationships with others 16 20 l Sense of accomplishment 11 16 l Self-fulfillment 10 7 l Being well respected 9 6 l Sense of belonging 8 5 l Fun; enjoyment; excitement 5 7

6. Consumer Behavior6 LIST OF VALUES Value 1986 l Self-respect 23% l Security 17 l Warm relationships with others 20 l Sense of accomplishment 16 l Self-fulfillment 7 l Being well respected 6 l Sense of belonging 5 l Fun; enjoyment; excitement 7

7. Consumer Behavior7 VALS II

8. Consumer Behavior8 VALS II SEGMENTS