Stephanie could not find a significant pattern in looking at the demographic characteristic of her current customers. She had tried age, gender, income, national origin, and more but was not satisfied. She knew she needed to segment her market and was considering whether it might be possible to use another characteristic such as personality. What kind of segmentation approach would you recommend to her?
A) Psychographics
B) Complex demographics
C) Geodemographics
D) Insight segmentation

Question

Quizplus · Accepted Answer

Psychographics segmentation involves dividing a market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. This approach would be suitable for Stephanie since she is considering personality as a basis for segmentation after not finding significant patterns in demographic characteristics.

Stephanie Could Not Find a Significant Pattern in Looking at the Demographic