Lifestyle Marketing Aruma’s approach for consumer marketing is based on our original concept of Lifestyle Marketing. In today’s competitive economic environment, knowing your customer has never been more important. Research shows, however, that most companies do not segment their market by lifestyle. They rely solely on demographic factors to define their customers. By shaping the marketing activities around the interests, attitudes, opinions, and way of life of consumers, companies are able to better connect with how their potential customers live. Consumers are immersed in a certain way of life and good lifestyle marketing will devise a strategy to seamlessly fit in with this way. Lifestyle Marketing concepts are developed to support the beliefs and core values of consumers. Consumers are consistently changing their perceptions, attitudes, and consumption patterns, which results in considerable effort and research to keep track of these changes. At Aruma Inc., we create a list of products and services that all together form the lifestyle of a specific group of people to which your company or product target. The list include favorite music, brand of their cars, electronic/home appliances, favorite shopping spots, vacation destinations, hobbies, books, TV, sports, programs, movies, names of their children, …anything that tends to be common in that particular group of people. It is not only demographics, household incomes and educational level. It is about their way of life: what they wear and eat, what they value, when they feel happy, when they feel fulfilled, whom they respect, whom they listen to. back