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Two managers share the same age, job and income but spend their free time very differently. Why does that matter to a marketer?
AIt changes which region of the country each of them lives in
BIt changes how much of the product each of them will consume
CIt means the same message would suit both of them equally
DIt means the message to each of them should be designed differently
Answer & Solution
Correct answer: D. It means the message to each of them should be designed differently
1. Demographics describe two managers as the same on age, occupation and income.
2. A marketer looking only at demographics would create one advertisement for both.
3. Psychographics reveal that one heads a sports team while the other holds opera tickets.
4. Knowing that, the messages should be designed very differently to succeed.
5. Demographics give the skeleton while psychographics add the detail that shapes the message.
6. Their lifestyles say nothing about region or about the quantity each will consume.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.5 Market Segmentation_
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