Question

If a marketing researcher uses such names or categories as Blue Blood Estates, Winner's Circle, Hometown Retired, or Shotguns and Pickups, when doing segmentation research, the marketing researcher is using ________ clusters.

Answer 1

When a marketing researcher uses category names like Blue Blood Estates or Hometown Retired, they are employing psychographic clusters to understand consumer lifestyles for targeted marketing strategies.

Step-by-step explanation:

If a marketing researcher uses names or categories such as Blue Blood Estates, Winner's Circle, Hometown Retired, or Shotguns and Pickups, when doing segmentation research, the marketing researcher is using psychographic clusters.

These clusters are indicative of lifestyle segments and personalities within a market and are categorized based on interests, activities, and opinions. Psychographic segmentation is a useful marketing tool because it goes beyond basic demographics to understand the consumer on a more personal level, helping companies to target their marketing strategies more effectively to resonate with the desires, needs, and lifestyles of their customers.