"Mission Possible" is a non-profit retail store that sells gift items made by artisans from over 30 underdeveloped countries. It provides employment to impoverished third world craftspeople and markets their handiwork at a fair price. It defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses _____ segmentation.
A) demographic
B) psychographic
C) geodemographic
D) ethnic
E) geographic

Question

Quizplus · Accepted Answer

"Psychographic segmentation" is the process of dividing a market based on social class, lifestyle, or personality characteristics. Mission Possible's market segment is based on the customers' belief in helping others, which is a psychographic characteristic.

"Mission Possible" Is a Non-Profit Retail Store That Sells Gift