Paul is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because
A) it is based on underlying reasons people make choices.
B) it is easier to use than demographics.
C) the travel business doesn't respond well to other approaches to segmentation.
D) psychographics is the preferred method for service businesses.
E) psychographic segmentation is the least expensive method.

Question

Quizplus · Accepted Answer

Psychographics offers an advantage because it is based on underlying reasons people make choices, which can provide deeper insights and more targeted marketing strategies compared to demographics or other segmentation approaches. It is not necessarily easier to use, nor is it the preferred method for service businesses, and its cost effectiveness may vary depending on the specific market and research methods used.

Paul Is Considering Psychographics as a Way to Segment the Market