A consumer's geographic location and postcode are measurable and objective factors. On the other hand, _________ consist of activities, interests and opinions, which are mostly attitudes (or cognitions) towards various issues, and cannot be classified according to standardised definitions.
A) psychographics
B) psychological characteristics
C) demographics
D) sociographics

Question

Quizplus · Accepted Answer

Psychographics refers to the study of consumers' attitudes, interests, and opinions, which are subjective and cannot be easily classified using objective measurements. Demographics and sociographics are more objective and measurable factors such as age, income, education level, marital status, and geographic location. Psychological characteristics are broader traits such as personality, behavior, and emotions, which can be measured but are not specific to consumer behavior.

A Consumer's Geographic Location and Postcode Are Measurable and Objective