A consumer researcher who examines consumers’ lifestyles and personalities is studying ________. a. demographics b. psychographics c. social class d. roles
B
The consumer researcher who examines consumers’ lifestyles and personalities is studying psychographics. Psychographics is the study of consumers based on their attitudes, values, personality, interests, and other psychographic variables. Psychographic research helps marketers to better understand their customers and create strategies that resonate with their motivations, behaviors, and lifestyles. Psychographic segmentation can assist in creating personalized offers, advertisement, and messages that accurately reflect the needs and preferences of the target audience. Therefore, psychographics is an essential aspect of market research that enables companies to segment and target their customers based on their needs, preferences, and personality traits.