Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment,so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education.Which type of segmentation method was used to segment this market?
A) psychographics
B) demographics
C) geographics
D) geodemographics
E) behavior

Question

Quizplus · Accepted Answer

Psychographics is used to segment markets based on consumers' attitudes, values, interests, and motivations. The fact that education marketers are emphasizing the benefits of self-respect and self-fulfillment suggests that they are targeting consumers based on their attitudes and motivations, which is consistent with a psychographic segmentation approach. Demographics (B) would focus on characteristics such as age, income, and education level, which may not be as relevant for nontraditional college students. Geographics (C) and geodemographics (D) focus on location-based segmentation, which may be less relevant for an online education program. Behavior (E) segmentation is based on consumer actions and usage patterns, which would be less relevant for nontraditional college students who may not have a history of attending college.

Education Marketers Know That the Primary Motivations of Most Nontraditional