Which of the following statements regarding segmentation bases is most accurate?
A) The identification of demographic variables is more objective than the identification of psychographic variables, which is more subjective.
B) The identification of psychographic variables is more objective than the identification of demographic variables, which is more subjective.
C) Marketers should use segmentation bases in this order to reduce potential costs: behavioral, demographic, psychographic, and geographic.
D) Behavioral segmentation is based primarily on personality.
E) Psychographic segmentation is based primarily on product features.

Question

Quizplus · Accepted Answer

Demographic variables such as age, gender, income, and education can be objectively measured and quantified, whereas the identification of psychographic variables such as personality, values, and attitudes is more subjective and can be difficult to measure accurately.

Answer: D
 Behavioral segmentation is based on actual behaviors, such as purchase history, usage rate, and brand loyalty, rather than personality traits.

Answer: NONE
 Choices B, C, and E are all incorrect statements. Psychographic variables are more subjective than demographic variables, marketers should choose segmentation bases based on their specific goals and target market, and psychographic segmentation is based on attitudes, lifestyle, and values rather than product features.

Which of the Following Statements Regarding Segmentation Bases Is Most