Many researchers have focused on identifying the lifestyle of the consumers to have better information about them. This study used the lifestyle analysis to identify market segments. Otherwise, some consumption psychologists believe to apply life style analysis for market segmentation, the developed of product strategy and the developed of the most appropriate communication strategy. They suggested successful retailers based on general application of lifestyle analysis have begun to implement a portfolio management approach which focuses on the needs of the key target markets. So, lifestyle segmentation can provide a valuable insight into the task of creating an effective brand identity. The study of lifestyle often provides fresh insights into the market and gives a more dimensional view of the target consumers. The marketing managers may be able to develop improved multi-dimensional views of key market segments, uncover new product opportunities obtain better product position, develop improved advertising communications based on a richer more life-like portrait of the target consumer and generally improve overall marketing strategy. These consumption psychologists assume that the members of any target client groups are all similar. The first hypothesis is people differ in their lifestyle they can be grouped into segments and the second hypothesis is people belonging to lifestyle segments differ in their demographics.Thus, such as airline ticket every consumer who can either choose to buy electronic airline ticket from internet or airline shop. In travel consumption environment, a travel consumer chooses a travel agent package or a airline brand, which indicates a maximum possibility of the definition of whose lifestyle identity. Alternatively, a travelling person makes a choice in a travel consumption environment in order to define actualize whose lifestyle identity if through the travel agent package products or airline brands chosen. It can be assumed that the travelling individual's consumption behavior can be predicted from an understanding of how who represents whose would be himself/herself of the details of choosing lifestyle system are known from internet survey or questionnaire method. Thus, digital internet is one good channel to research travel consumer lifestyle to predict whose consumption style.In economic view point, demand is a model of travel consumer behavior. It attempts to identify the factors that influence the choices that are made by travel consumers. In microeconomics, the objective of the travel consumer is to maximize the utility that can be derive given their travel choice preferences, income, the airline ticket prices relates travel package products and services for which the travel demand function in derived.Utility is the capacity of a travel package product or service to satisfy a traveler' want. It can explain the phenomenon of travelling value. Since utility is subjective and can't be observed and measured directly. The objective in microeconomics is to maximize the satisfaction or utility of traveler individuals given their travel package preferences, incomes and the airline ticket prices of travel package products or services who buy or consume in travel market. Thus, total travel utility of more or less travel satisfaction degree be caused by traveler consumer behavior. It is the traveler consumption psychological result ( effect) and it has close relationship with travel agent service.

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