An underlying premise of lifestyle marketing is that effective marketing is largely a matter of shaping viewpoints. Thus, lifestyle marketing focuses on customer differentiation to serve unique interests.

Artificial segmentations, such as age, tend to distort consumer interests, as different lifestyle desires and needs exist within such artificial groupings. Traditional socio-demographics are less and less helpful in predicting current and future consumer needs.

For JOTUN decorative paint, market segmentation needs to focus on female partner in households not b

With respect to quality, JOTUN decorative paints will be position at two levels - premium and high. Pricing for premium quality will be substantially higher than pricing for high quality.

Guarantee the quality and performance of the product

King, D. (1999). Identifying and keeping strategic, loyal and profitable Customers. Dublin, Ireland: Accounting and finance Department, National College of Ireland. Retrieved from the Internet 2005-12-05 at: http://www.mii.ie/ discuss.htm

cause they are women, but rather because women in Egypt make most of the decisions relative to the selection of decorative paints for use in the home. Thus, segmentation for JOTUN paint should focus on women who are partners in households and who are interested in actively participating in decisions related to