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TABLE 20.1 SIZE (PERCENTAGES) OF THE DIFFERENT TYPES/MARKET SEGMENTS
IN EACH OF THE DIFFERENT LIFESTYLE TYPOLOGIES
Type Values Life visions Aesthetic styles Overall V–L–A
Type 1 10.3 8.9 14.7 17.8
Type 2 8.8 14.8 17.6 20.5
Type 3 19.2 18.7 16.9 10.9
Type 4 24.2 14.2 9.5 16.1
Type 5 13.2 16.3 10.3 12.6
Type 6 14.5 11.6 15.6 13.4
Type 7 9.8 15.5 15.2 8.8
Total N = 995 100.0 100.0 100.0 100.0

TABLE 20.2 THE GLOBAL LIFESTYLE TYPOLOGY,
INCLUDING VALUES (V), LIFE VISIONS (L),AESTHETIC STYLES
(A) AND MEDIA PREFERENCES (M)
Type Global V–L–A–M
Type 1 12.7
Type 2 13.2
Type 3 12.2
Type 4 12.1
Type 5 8.8
Type 6 17.6
Type 7 9.4
Type 8 14.1
Total N = 995 100.0

solution. Table 20.1 shows the size of the different segments in each lifestyle
typology.
Next, we set out to analyse the performance of the different lifestyle typologies
in four different markets (cars, tourism, political parties and media), and compare
their discriminative power to that of classic demographic variables. However –
before we turn to the research results in the next paragraph – we developed one
more typology, using the same clustering procedure but including not only values,
life visions and aesthetic style preferences, but also media variables (preferences
for the 16 television programme categories, the 12 film ingredients and the 14
magazine categories, mentioned earlier). This resulted in again a very balanced
typology of eight different lifestyles (see Table 20.2).

A comparison in different markets

Frank et al. (1972) and Wells (1975) concluded that the predictive validity of
lifestyle with respect to purchase behaviour can be substantially better than that