Life Style and Television Viewing Behaviour in Perth, Western Australia

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Abstract
A random sample of 400 homes in Perth responded to a life style instrument and to a series of questions on television viewing habits. Respondents were divided into a number of groups based upon their self reported viewing frequencies of the three available Perth television channels. Using multiple discriminant analysis, these groups were then analysed to determine if there were any underlying differences in their various life styles. The results have direct implications for the Marketing Manager who is trying to determine an appropriate media strategy in Perth, Western Australia, as well as indicating the need for further research in this area.

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