A lifestyle analysis of New Zealand customers

Presents the results of a survey of consumer lifestyles in New Zealand, undertaken in 1995‐96, and compares the findings with those of a previous study undertaken in 1989. Describes the research methodology – questionnaire construction, data collection (3773 questionnaires analysed), sample representation, and data analysis (k‐means non‐hierarchical clustering techniques on SPSS for Windows). Identifies seven segments of the population and their relative sizes. Categorizes these segments as: active family values people; conservative quiet lifers; educated liberals; accepting mid‐lifers; success‐driven extroverts; pragmatic strugglers; and social strivers. Records changes that have been observed since 1989, specifically in attitudes towards the self, opinions about the family, social standards, and New Zealand as a country in which to live. Points out that groups have had to be renamed as their emphasis has shifted and that numbers have swelled some groups while shrinking others – particularly noticeable is the disappearance of active family values people (and their replacement with pragmatic strugglers) and the emerging accepting mid‐lifers group. Provides an insight into New Zealand’s consumer lifestyles and indicates how change affects values and lifestyles.