Why Do Firms Employ More Than One Persona to Gather

Multiple Choice

Why do firms employ more than one persona to gather information about target consumers?

A) Within a group, consumers usually exhibit similar tastes and preferences.
B) The distribution of income and wealth are more or less equal across different customer segments.
C) Although customers have unique needs, essentially their basic needs and requirements are the same.
D) Any target market may have a range of consumers who vary along a number of key dimensions.
E) The firms want to provide consumers with a greater number of product choices.