Questions: Two consumers each earn 67,000 annually. One owns four motorcycles and enjoys hunting and fishing. The second plays golf weekly and drives an SUV. A marketing manager might target these two consumers as part of two different segments based on their attitudes perceptions memories lifestyles

The answer is D: lifestyles.

Explanation for each option:

• Attitudes: This refers to a consumer's feelings or evaluations about a particular product or service. While attitudes can influence purchasing behavior, the question focuses on the activities and possessions of the consumers, which are more indicative of their lifestyles rather than their attitudes.

• Perceptions: This involves how consumers interpret and make sense of information about products or services. Although perceptions can affect consumer behavior, the question is more about the distinct activities and possessions of the consumers, which align more with lifestyle segmentation.

• Memories: This relates to how past experiences and information are stored and recalled by consumers. Memories are not directly relevant to the segmentation described in the question, which is based on current activities and possessions.

• Lifestyles: This option is correct because it encompasses the interests, activities, and opinions of consumers. The first consumer's ownership of motorcycles and interest in hunting and fishing, and the second consumer's weekly golf playing and SUV driving, are indicative of different lifestyles. Marketing managers often use lifestyle segmentation to target consumers with specific interests and activities.