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A gym has fitness-conscious office workers as its target market - HSC - SSCE Business Studies - Question 15 - 2012 - Paper 1
Question 15
A gym has fitness-conscious office workers as its target market. What type of market segmentation is this? (A) Geographic and behavioural (B) Geographic and demog... show full transcript
Worked Solution & Example Answer:A gym has fitness-conscious office workers as its target market - HSC - SSCE Business Studies - Question 15 - 2012 - Paper 1
Step 1
What type of market segmentation is this?
Answer
The gym's target market consists of fitness-conscious office workers, which indicates a focus on lifestyle and psychological factors influencing their fitness choices. This points to psychographic segmentation, as it considers consumer's attitudes and interests.
Moreover, considering the specificity of the group (office workers), it also implies a demographic aspect since this segment can be defined by their occupation. Therefore, the correct segmentation type identified here combines psychographic and demographic factors.
Hence, the answer is (D) Psychographic and demographic.