Involvement
The level of interest, emotion and activity which the consumer is prepared to expend on a particular purchase
Labelling
Packaging information that can be used for a variety of promotional, informational and legal purposes.
Laggards
The group of consumers who are typically last to buy a new product Late majority People who are quite sceptical about new products but eventually adopt them because of economic necessity or social pressure
Lifestyle
Lifestyle is a person’s pattern of living as expressed in his or her activities, interests and opinions
Lifestyle segmentation
Lifestyle segmentation of a market is based on identifying lifestyle characteristics of customers that enable target customer groups to be identified. Many businesses now segment their markets by lifestyles, as these are increasingly seen as good predictors of consumer behaviour. Most companies use off-the-shelf research-agency classifications (such as the Target Group Index), because of the high cost and complexity of developing their own.
