Earth Choice is a company that produces products that reduce their impact on the environment.Its product line includes laundry liquid that is safe to use in greywater systems.The company is now considering expanding its range to include toilet paper, paper towels and tissue paper made from recycled materials.Their research shows that they should use psychographic segmentation in their marketing strategy.Which group of segmentation variables should they be using?
A)Geographic location
B)Age, sex and socioeconomic characteristics
C)Social class variables
D)Personality characteristics, motives and lifestyles
E)Family life cycle, social class and religion

Question

Quizplus · Accepted Answer

Psychographic segmentation variables include personality characteristics, motives and lifestyles, which are the criteria that Earth Choice should use in their marketing strategy. These variables help to identify the values, opinions, interests, and behaviors of potential customers, which can inform targeted marketing messages and product positioning. Given that Earth Choice is a company that appeals to environmentally conscious consumers, understanding their psychographic characteristics will be essential to effectively market and sell their new line of recycled paper products.

Earth Choice Is a Company That Produces Products That Reduce