Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because
A) it is based on underlying motivations of target customers.
B) it is easier to use than demographics.
C) the travel business doesn't respond well to other approaches to segmentation.
D) psychographics is the preferred method for service businesses.
E) psychographic segmentation is the least expensive method.

Question

Quizplus · Accepted Answer

Psychographics segmentation is advantageous as it helps to understand the underlying motivations, lifestyle, opinions, and values of the target customers. This approach provides a deeper understanding of the customer's needs and preferences and enables the business to tailor its marketing strategy accordingly. It is especially relevant for a travel agency as travel decisions are often influenced by personal beliefs, values, and interests.

Paul Is Considering Psychographics as a Way to Segment the Market