When using personality characteristics as a market segmentation variable, marketers generally
A) conduct personality assessments of their potential target market to determine which personality characteristics they possess.
B) use research developed by clinical psychologists to determine which personality characteristics consumers using their products are most likely to have.
C) use generic characteristics that all members of the population have.
D) use a positively viewed characteristic they assume much of their target market has or would like to have.
E) conduct a series of focus groups to determine both the positive and negative characteristics members of their target market are perceived to have.

Question

Quizplus · Accepted Answer

When using personality characteristics as a market segmentation variable, marketers generally use a positively viewed characteristic they assume much of their target market has or would like to have. This is because marketers want to create a positive perception of their brand among their target market, and such characteristics can help them achieve it. Conducting personality assessments or conducting focus groups to determine positive and negative characteristics can be time-consuming and expensive. Research developed by clinical psychologists may not always be relevant to the specific target market or product. Using generic characteristics may not provide enough insights into the target market's behavior and preferences.

When Using Personality Characteristics as a Market Segmentation Variable, Marketers