New Zealand Consumer Lifestyles

  • Leah Watkins University of Otago
  • Rob Aitken Universiy of Otago
  • Kirsten Robertson University of Otago
  • John Williams Universiy of Otago
  • Maree Thyne University of Otago
Keywords: New Zealand, consumer lifestyles, psychographics, psychographics,


This article reports on the results of a consumer lifestyles segmentation study of the adult New Zealand population, which is part of an ongoing research programme conducted by consumer behaviour researchers at the University of Otago since 1979. Six lifestyle segments were identified: the ‘Educated Liberals’, ‘Financial Strugglers’, ‘Contemporary New Zealanders’, ‘Uncertain Young’, ‘Traditional Family Values’, and, the ‘Disengaged’. These segments are based on responses to nearly 200 questions about consumer attitudes, opinions and behaviours from 1,640 respondents. The discussion of the segments provides a number of new and useful insights into the contemporary world of the New Zealand consumer.

Author Biographies

Leah Watkins, University of Otago

Assoc. Prof., Dept. of Marketing

Rob Aitken, Universiy of Otago

Professor, Dept. of Marketing

Kirsten Robertson, University of Otago

Assoc. Professor, Department of Marketing

John Williams , Universiy of Otago

Director, Dept. of Marketing

Maree Thyne, University of Otago

Professor, Dept. of Marketing


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How to Cite
Watkins, L., Aitken, R., Robertson, K., Williams , J., & Thyne, M. (2021). New Zealand Consumer Lifestyles . Aotearoa New Zealand Journal of Social Issues, 1.