Seventh Generation is a company producing products that limit the amount of negative impact on the environment. Its product line includes dishwashing liquid, toilet paper, paper towels, baby wipes, and laundry detergent, to name a few. Seventh Generation is now interested in producing a new line of clothing, mostly T-shirts, shorts, and long pants for both men and women. Its research indicates that they should use psychographic segmentation in their marketing strategy. Which group of segmentation variables will Seventh Generation be using?
A)Geographic location
B)Age, sex, and socioeconomic characteristics
C)Social class variables
D)Personality characteristics, motives, and lifestyles
E)Family life cycle, social class, and religion

Question

Quizplus · Accepted Answer

Psychographic segmentation focuses on personality characteristics, motives, and lifestyles, which makes D the correct choice for Seventh Generation's marketing strategy. This type of segmentation is useful when a company aims to identify the values, interests, attitudes, and personality traits of its target audience, and Seventh Generation can use it to develop a product line that aligns with their customers' values and beliefs. The other segmentation variables such as geographic location (A), age, sex, and socioeconomic characteristics (B), social class variables (C), and family life cycle, social class, and religion (E) are not as relevant when it comes to psychographic segmentation.

Seventh Generation Is a Company Producing Products That Limit the Amount