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.