The life style pattern of credit card users in Nairobi
Abstract
Lifestyle attempts to profile a persons way of being
and acting in the world.
The aim of this study was to depict the cardholder according
to a lifestyle pattern. Thus to obtain a description of the card
holder along a lifestyle dimension. This is essential in
developing an accurate consumer profile in marketing. According
to previous sociological research it was found prudent to
separate the female cardholder and male card holder according to
a life style dimension.
Primary data was collected by use of likert type
questionnaires where the levels of agreement and disagreement
were to be indicated. The respondents were derived from the
current listing of Diners Club members in Nairobi.
The Nairobi male charge card holder was found to be
conservative contrary to research in developed countries.
However these individuals lead an active urban lifestyle
congruent with their higher income. He is depicted as outgoing
fun loving. ambitious. conscientious and sensitive about his
appearance.
The female charge card holder was also depicted as
conservative contrary
,
to previous research in developed
countries. She however leads an active life. has greater
decision making power. is ambitious and has a fantasy
orientation. She views herself as a leader and habours ambitions
of being the boss. She is also fashionable and sensitive about
her appearance.
organisations.
These results however should be understood to be applicable
She is a risk taker who belongs to social
only to card holders belonging to the upper socioeconomic bracket
represented by Diners Club members. This presents a limiting
factor
Citation
Masters in Business and AdministrationPublisher
University of Nairobi, Department of Business Administration