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