Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma conducts market research investigating the psychographic characteristics of her market. Emma understands that:
A) psychographic segmentation variables include consumer personality attributes.
B) psychographic segmentation variables include consumer lifestyles.
C) psychographic segmentation variables include consumer motives.
D) both a and b are correct.
E) Options a, b and c are correct.

Question

Quizplus · Accepted Answer

identify market segmentation variables for consumer and business markets, and develop market segment profiles. Psychographic segmentation is market segmentation based on the psychographic variables of lifestyle, motives and personality attributes.

Emma Decides That After Establishing a Successful Business Using a Mass