A segmentation study of people who would be interested in subscribing to a cooking magazine discovered three distinct groups of potential subscribers: (1)those who wanted to cook the same foods their mothers cooked for them;(2)those who wanted to learn about the latest cooking trends and fads;and (3)those who were interested in learning about a variety of different international cuisines and exotic ingredients.This magazine discovered its market can be segmented using ________ variables.
A)demographic
B)social class
C)lifestyle
D)generation
E)geographic

Question

Quizplus · Accepted Answer

The segmentation variables used to identify the three distinct groups of potential subscribers are based on lifestyle factors. Group (1) is interested in cooking traditional foods associated with their upbringing, which is a reflection of their lifestyle and cultural influences. Group (2) is interested in learning about the latest cooking trends and fads, which might reflect a more adventurous and experimental lifestyle. Group (3) is interested in exploring international cuisines and exotic ingredients, which suggests a more globally-oriented and open-minded lifestyle. Therefore, the segmentation variables used in this study are lifestyle-oriented.

A Segmentation Study of People Who Would Be Interested in Subscribing