Over the past decade,brands that were once available only to the wealthy have created more affordable product extensions,giving a far broader range of consumers a taste of the good life.Jaguar,for instance,launched its X-type sedan,which starts at $30,000 and is meant for the "almost rich" consumer who aspires to live in luxury.By marketing to people who desire a luxurious lifestyle,Jaguar is using
A) demographic segmentation.
B) psychographic segmentation.
C) geodemographic segmentation.
D) attitudinal positioning.
E) lifestyle positioning.

Question

Quizplus · Accepted Answer

By targeting consumers who aspire to live in luxury, Jaguar is using psychographic segmentation, which focuses on attitudes, values, and lifestyle rather than on demographic or geographic factors.

Over the Past Decade,brands That Were Once Available Only to the Wealthy