1 LIFESTYLE AND SOCIAL CLASS IS REFLECTED IN CONSUMER BEHAVIOUR FOR SERVICES INDUSTRIES I Gusti Bagus Rai Utama Universitas Dhyana Pura, Bali, Indonesia Email: raiutama@undhirabali.ac.id Abstract Lifestyle studies share all about how the people do activities, how their attitudes to get values, how they become as unique individual and as a group, how their reflect experiences, how they interact in their group, where they are living, how they used their freedom to choice. These characteristics can influence consumer behaviour. Power of consumer behaviour can be explained by social class studies, these powers can be come from occupation, education and qualifications, income, wealth or net worth, ownership of land, property, and means of production, economical factor, political factor, and cultural factor. Lifestyle and social class can influence consumer behaviour. It is importance case for marketer because they can begin marketing plan, who as consumer, where they are, when they need product. Market segmentation can be planed by characteristics of consumers’ behaviour base on lifestyle and social class. --------------- Keywords: lifestyle, social class, consumer, behaviour I. Description of Lifestyle Concept In every aspect of human life, lifestyle has a great affect as the impact of values in social interaction, economic condition, and environmental factors. The activities, hobbies, and opinions reflected the pattern or style of a person living. Lifestyle is playing an increasingly important part in consumer behaviours (Crompton, 2004). Lifestyle is pattern live expressed someone through activity, interest, and opinion. How the people do self actualize, fulfilled, experiences, believers, and strugglers. Also lifestyle can determine how the people buy products which have brand or no brand (Kotler, 2000)  Lifestyle Concept from Weberian. According to Weber (Veal, 2001) that divisions in society arise not only from class, which is based on economic relationships; but also from status, which is based on honour. A status group is distinguished by the honour accorded to it by the rest of society, but also by its particular style of life. The style of life adopted by a status group serves to mark the boundaries of the group and to reinforce the honour system which underpins the group’s status. For examples lifestyle is based on membership of religion, moral values, style of dress, sexual behaviour, and the drinking or non-drinking of alcohol. Weberian defined lifestyle is the way people live their life, usually based upon membership of a status group.  Lifestyle Concept from sub-cultural studies According to Veal (2001), that lifestyle base on sub-cultural is contrasts with most lifestyle studies which tend to be concerned with variations in the way of life of majority groups. These are concentrated on marginal, exceptional, disadvantaged or deviant groups in society. For example surfers, particular youth groups, ethnic minorities, a group within a society, especially one seen as an underclass, whose members share the same, often unconventional, beliefs, lifestyle, tastes, activities, etc.