The Effect of Consumers’ Lifestyle on Priority Points on Their Product Selection

In this study, we identified four consumer lifestyle types based on psychometric assessments and examined how purchasing priorities and preferred wristwatch styles differed across these types. Using questionnaire data and image-based clustering of wristwatch designs, we found that lifestyle was associated with systematic differences in the relative importance of purchasing priorities, and that these priorities were, in turn, related to preferences for specific wristwatch clusters. Overall, the results suggest a hierarchical pattern from lifestyle (value level) to purchasing priorities (consequence level) and then to wristwatch clusters (attribute level), which may provide useful implications for marketers and designers seeking to align product design, sales approaches, and communication strategies with the values and preferences of distinct consumer segments.