<![CDATA[Purpose – This study aims to explore and describe the lifestyle characteristics of creative consumers by applying the Activities, Interests, and Opinions (AIO) framework as a basis for lifestyle-based market segmentation in the creative retail context. Design/Methodology/Approach – This study employed a qualitative research design with an interpretive approach. Data were collected through in-depth semi-structured interviews with purposively selected consumers who actively engage with creative business units at Setrasari Mall, Bandung. The collected data were analyzed using thematic analysis to identify recurring lifestyle patterns and consumer segment profiles. Findings – The findings reveal two dominant creative consumer lifestyle segments. The first segment, The Conscious Collector, is characterized by a strong orientation toward product quality, ethical values, sustainability, and brand narratives, with relatively low price sensitivity. The second segment, The Digital Trendsetter, demonstrates high engagement with social media, visual aesthetics, promotional incentives, and trend-driven consumption. These findings indicate that lifestyle-based segmentation provides a deeper understanding of consumer diversity beyond conventional demographic segmentation. Originality/Value – This study contributes to the marketing segmentation and consumer behavior literature by applying the AIO framework within the context of creative retail environments. The study extends the understanding of creative consumer lifestyles by identifying context-specific lifestyle segments and providing strategic insights for creative business units in developing targeted communication strategies, promotional programs, and experiential marketing approaches to strengthen customer relationships.]]>
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