While technological advances have paved the way for an increase in the range of products, they have also created more selective consumers who can reach information easily and quickly. This has caused it to become more and more important for businesses to choose their target markets correctly while positioning their products. The present study is designed to examine the association between consumers’ life styles and their status consumption tendencies and at the same time to examine the effects of these consumers’ characteristics on their status consumption tendencies. A questionnaire is used in the study which is conducted with 415 consumers from Ankara and Samsun. In the study, a structural equation model is built in which life styles scale sub-dimensions are defined as independent variable and status consumption scale is defined as dependent variable and statistically significant association is found between consumers’ life styles and their status consumption tendencies. In addition, the results of the study show that there is an association between consumers’ status consumption tendencies and their educational status, marital status and occupation. Thus, this study is important in terms of businesses which position their products in line with status consumption in terms of creating alternative target markets by taking into consideration consumers’ life styles, characteristics and occupations.