Subjective Well-Being of Different Consumer Lifestyle Segments

Abstract

The enhancement of quality of life (QoL) is one of marketing’s contributions to society. It is frequently investigated using Subjective Well-Being (SWB)—a concept that focuses on individual’s perceived QoL. Consumer lifestyle segments are a modern day stratification tool that explores how people choose to use available resources to express and develop their status in a society. How SWB varies across New Zealand’s consumer lifestyle segments and potential explanations for the differences in perceived levels of satisfaction is investigated. While overall levels of SWB are influenced by available resources, the characteristics of lifestyle segments provide richer explanations for perceived differences in well-being. This information is useful for policy makers as a first stage to diagnose problems and to develop strategies. Ultimately, lifestyle segmentation may provide an effective basis for targeting interventions aimed at raising SWB in particular population groups.