COMPARISON OF CONSUMER LIFESTYLE SEGMENTATION MODELS: APPLICATIONS OF AIO, VALS, LOV, AND LOHAS MODELS

Authors

  • Ugtakhargal Baldangombo Business School, National University of Mongolia
  • Davaasuren Batsukh Business School, National University of Mongolia
  • Otgonsuren Yadamsuren Business School, National University of Mongolia

DOI:

https://doi.org/10.22353/jbai.2025110201

Keywords:

Consumer lifestyle, AIO, VALS, LOHAS and LOV models

Abstract

Lifestyle segmentation models serve as important analytical tools for understanding consumer behavior, preferences, and purchase decision-making processes. These models classify consumers into lifestyle-based segments by analyzing psychological and social factors such as daily activities, interests, values, opinions, and attitudes. As a result, they enable marketers to develop more targeted strategies, optimize product development, strengthen brand positioning, enhance communication, and increase customer loyalty.
This study reviews four widely used lifestyle segmentation models: AIO (Activities, Interests, Opinions), VALS (Values and Lifestyles), LOHAS (Lifestyles of Health and Sustainability), and LOV (List of Values). Each model has its own historical background, theoretical foundation, research methodology, and application scope. The aim of this research is to analyze and compare these models from both theoretical and practical perspectives.

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Published

2025-08-28

How to Cite

Baldangombo, U., Batsukh, D., & Yadamsuren, O. (2025). COMPARISON OF CONSUMER LIFESTYLE SEGMENTATION MODELS: APPLICATIONS OF AIO, VALS, LOV, AND LOHAS MODELS. Journal of Business and Innovation (Бизнес & Инноваци), 11(2), 5–13. https://doi.org/10.22353/jbai.2025110201

Issue

Vol. 11 No. 2 (2025): Бизнес ба Инноваци

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.