A multidimensional perspective on lifestyle analysis in Turkey | Intellect Skip to content
1981
Volume 11, Issue 1
  • ISSN: 1757-2681
  • E-ISSN: 1757-269X

Abstract

Lifestyle segmentation has been prominently used in marketing and communication to define consumption patterns and marketing communication processes. This article underlines the significance of a multidimensional approach to lifestyle analysis. Bourdieu’s statistical technique of ‘multiple correspondence analysis’ permits to find unexpected dimensions and offer visual representation of the relationships between categories. This technique has been used to re-analyse Konda’s 2008 Lifestyle Research data, which was one of the most influential and widely circulated lifestyle segmentation research papers of its time, that introduced the categories of ‘anxious-moderns’ and ‘conservative-moderns’. The patterns identified through multidimensional analysis have been used in discourse analysis that permit to interpret the complex and heterogeneous nature of social dynamics.

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2020-04-01
2024-05-03
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