Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?
A) Activities
B) Interests
C) Opinions
D) Demographics

The answer to this question is B. Interest

Explanation:

AIO is a method of understanding the attitudes, motives, needs and perception regarding a product or a brand based on the customer's activities, interests and opinions. It consist of Attitude, Interest and Opinions of customers that is used by  market researchers to construct the individual's psychographic profile.  

From the explanation given it is clear that Norma is working on the Interest category of the AIO. since she is examining her audience's views on food, the media, fashion and recreation.

B) Interests

Explanation:

The attitude, interest and opinions (AIO) of customers, or audience in this case, are the personal characteristics used to construct psychographic profiles. Psychographic profiles are useful when you are trying to determine your target segment, since you can focus on a specific demographic segment, but the psychographic profile of that segment must also fit your product. For example, you plan to sell expensive pet food and you choose a demographic segment with high income, but if the psychographic profile does not include interests like loves animals, caring people, enjoy company of pets, then your target wouldn't fit your product.

AIO is divided into:

turnover

the amount of money taken by a business in a particular period.

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