Relationships between Consumer Sentiment towards Marketing and Consumer Lifestyles

Abstract

Gaski and Eztel's (1986) index of consumer sentiment towards marketing was included together with conventional AIO (activities, interests and opinions) measures in a major survey of consumer lifestyles in New Zealand. Analysis of the AIO material produced a seven segment solution which clearly distinguished consumers on the basis of their value orientations and levels of resources (Todd, Lawson & Faris 1996). All four indices (i.e., Product, Price, Advertising, Retail) comprising the overall consumer sentiment measure were significantly associated with the lifestyle segments. Overall, those consumers who are experiencing better standards of living in material terms are much more positive in their sentiments towards marketing activities in society.