Segmentation of Young Consumers in Jordan in Terms of Their Lifestyle: An Exploratory Study

Abstract

This study aims is to investigate youth consumers market which considered one of the largest segments in Jordan and represent 21.5% of the population in terms of their lifestyle patterns. The main objectives of the study are to explore the importance of the youth market and lifestyle patterns of this segment as well as to identify lifestyle patterns of youth in terms of Activities, Interest, and opinions. To achieve our objectives, A quantitative method was used based on a questionnaire distributed directly to customers, and included 32 questions about customers' activities, interests and opinions. The study population consisted of 250 young customers aged between 15 and 25 years. SPSS was used to analyze the data including one way ANOVA and T-test in addition to descriptive data. Results show that the only significance difference in young consumers' activities and opinions was based on gender. Other than that, there was no significant difference between young consumers' activities, interests and opinions based on age group, income and education level.