Lifestyle Segmentation: A Case Study of Student of Dusit Thani College

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ชาคริต ศรีสกุน Chakrit Srisakun
วรพจน์ ศิริชาลีชัย Worapoj Sirichareechai


This research aims to investigate the psychographic segmentation of student of Dusit Thani College to classify the mainly student’s lifestyle by integrating the demographic factors of Bangkok and Pattaya campus, and to suggest the instructors and administrators adjust the teaching style and formulating strategies to suitable the student’s lifestyle based on values and lifestyles or VALS framework. The respondents included 400 students included major of hotel and resort management, culinary arts and kitchen, tourism management, and MICE and events. The data collected through a survey, and used the exploratory factor analysis (EFA), cluster analysis, discriminant analysis (DA), and correspondence analysis (CA) to classify the lifestyle. Consequently, the major, campus, and GPA can be classified the six main lifestyles included confidentist, nerd, planer, introvert, activist, and followers.

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Chakrit Srisakun ช. . ศ., & Worapoj Sirichareechai ว. . ศ. (2018). Lifestyle Segmentation: A Case Study of Student of Dusit Thani College. Dusit Thani College Journal, 11(special), 281–292. Retrieved from
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