Emma Decides That After Establishing a Successful Business Using a Mass

Multiple Choice

Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma conducts market research investigating the psychographic characteristics of her market. Emma understands that:

A) psychographic segmentation variables include consumer personality attributes.
B) psychographic segmentation variables include consumer lifestyles.
C) psychographic segmentation variables include consumer motives.
D) both a and b are correct.
E) Options a, b and c are correct.