Abstract
The 2005/6 consumer lifestyles segmentation study is the fifth major survey of this type carried out by the Consumer Research Group at the University of Otago since 1979. As with previous iterations, the 2005/6 study of New Zealand consumers is intended to provide marketers and advertisers, as well as other interested observers of New Zealand society, with an insight into the psychographic patterns and behavioural trends of consumers. The survey has now established itself as one of the major studies that offers insights into New Zealand society and the changes that are taking place within the context of political and technological forces that are altering the shape of life across the globe.
The Consumer Research Group is based within the University of Otago’s Department of Marketing, and this iteration of the study was jointly sponsored and funded by Loyalty NZ and NZ Post, together with funding from the University of Otago Research Grants Committee. Questionnaires comprising more than 500 individual questions were sent out to 10,000 New Zealanders in November 2005, with an effective response rate of 36% obtained.
The design of the project is grounded in that of previous studies. The first of these was carried out in 1979 jointly with Heylen Research. After a period of ten years it was repeated in 1989 and, since 1995, it has been conducted at regular five yearly intervals. Throughout this time the survey has been updated to take account of new trends that have emerged in society, especially those based on technological innovations which affect our domestic, social and working lives. Innovations in this phase also include new measures designed to assess satisfaction with quality of life in New Zealand, as well as social desirability, (a personality trait that can affect responses), pet ownership and questions on commuting to work.