Question

Which of the following is the biggest drawback to using psychographic variables?

a) They are not strongly reflective of consumer behavior.
b) They are difficult to measure.
c) They give poor information about consumer needs.
d) They do not reflect socioeconomic characteristics of consumers.
e) The resulting segments are difficult to be reached.

Answer 1

The biggest drawback to using psychographic variables is that they are difficult to measure and may lack accuracy in predicting consumer behavior.

Step-by-step explanation:

The biggest drawback to using psychographic variables is that they are difficult to measure. Psychographic variables are characteristics that describe consumers based on their attitudes, beliefs, values, lifestyle, and personality traits. Unlike demographic variables such as age or income, which can be easily obtained through surveys or databases, psychographic variables are more subjective and are often measured through self-reported data or through complex scales and questionnaires.

For example, if we want to segment consumers based on their lifestyle choices, we may ask them to rate their preferences for various leisure activities or their consumption patterns. However, people may not always give accurate responses due to social desirability bias or other factors that may influence their answers. This lack of accuracy in measurement can limit the usefulness of psychographic variables in predicting consumer behavior.

In contrast, demographic variables such as age or income are more objective and can be obtained from reliable sources such as government census data or financial records. These variables have been shown to be more strongly reflective of consumer behavior and are easier to measure.