An up-and-coming businessman buys a certain brand of apparel.This brand is associated with the image of an individual who values exclusivity and style, which is the kind of person the businessman would like to be.In the context of psychographic segmentation, the brand is appealing to the businessman's:
A)self-concept.
B)ideal point.
C)positioning statement.
D)perceptual map.
E)self-morals.

Question

Quizplus · Accepted Answer

Psychographic segmentation is based on people's values, interests, personality, and lifestyle. Therefore, the brand's appeal to the businessman's self-concept, which refers to the ideas and beliefs people have about themselves and their identity, reflects his desire to associate himself with the brand's image of exclusivity and style.

An Up-And-Coming Businessman Buys a Certain Brand of Apparel