A food magazine carried out a segmentation study of people who would be interested in subscribing and discovered three distinct groups of potential subscribers: (1) people who wanted to cook the same foods their mothers cooked, (2) people who wanted to learn about the latest cooking trends and fads, and (3) people who were interested in learning about a variety of different international cuisines and exotic ingredients. This magazine is using________ variables for the segmentation study.
A) social class
B) demographic
C) geographic
D) generation
E) psychographic

Question

Quizplus · Accepted Answer

The segmentation study is based on the attitudes and interests of the potential subscribers, making it a psychographic segmentation study. The three groups identified are based on their desires and aspirations related to cooking and food, rather than their demographic, geographic, social class, or generational characteristics.

A Food Magazine Carried Out a Segmentation Study of People