Question

When research indicated that Bluetooth's products were not reaching the correct target market, marketers of Bluetooth decided to change from demographic segmentation to psychographic segmentation. Which group of new segmentation variables will Bluetooth now be using?

a) Geographic location of customers
b) Age, sex, and socioeconomic characteristics
c) Social class variables
d) Personality characteristics, motives, and lifestyles
e) Family life cycle, social class, and religion

Answer 1

Bluetooth's marketers will now use psychographic segmentation variables including personality characteristics, motives, and lifestyles.Thus the correct option is d.

Step-by-step explanation:

When Bluetooth's marketers decided to change from demographic segmentation to psychographic segmentation, they moved toward using a group of new segmentation variables focused on personality characteristics, motives, and lifestyles. Psychographic segmentation accounts for factors beyond basic demographic information, such as age or location, and delves into the psychological aspects that drive consumer behavior. Marketers may consider attributes such as attitudes, values, hobbies, spending habits and general lifestyle choices to more effectively target their intended market.