Gyvenimo stilius ir vartojimas

Abstract

The term ,,lifestyle" is used in many different everyday situations. In sociology lifestyle is used as the main construction for social stratification description and analysis. The term is closely connected with the term ,,taste" in social sciences. There lifestyle is defined in terms of shared values or tastes, primarily reflected in consumption patterns. Lifestyle may be defined as a givencollectivity oken members are similar to one another and different from others both in the distribution of their disposable incomes and the motivations that underlie such distributions. In economic sense lifestyle refers to a pattern of consumption reflecting a person's choice of how to spend time and money, but in many cases it is also attitudes and values attributed to these behavioral patterns. The concept of lifestyle is one of the most widely used in modem marketing activities. It enables to understand consumers' everyday needs and wants, and allows to position a product or service in terms of how it will allow a person to pursue a desired lifestyle. In Lithuanian consumption patterns two value orientations coexist: modernist and postmodernist. Both orientations compete reflecting different taste patterns and new forms of habits.