Sabre International, Inc., an electronic goods distributor, has a research department that collects details about its customers and classifies them according to their values, personality, and lifestyles. This helps the department to develop marketing strategies to suit the preferences of the firm's customers. In this scenario, the research department at Sabre focuses on its customers' _____.

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The scenario describes a research department classifying customers based on values, personality, and lifestyles to tailor marketing strategies. This is a classic example of analyzing consumer characteristics that go beyond basic demographics.

Option 1: gender — This is a demographic variable related to biological sex. The description mentions values, personality, and lifestyles, not gender identity. Therefore, this option incorrectly focuses on a basic demographic trait rather than psychographic factors.

Option 2: age — Another demographic attribute, age can influence shopping behavior but does not capture the deeper psychological and lifestyle aspects highlighted in the scenario. Hence, this choice misses the emphasis on psychological profiling.

Option 3: psychographics — Psychographics encompasses values, personality, interests, opinions, attitudes, and lifestyles. Since the department is analyzing customers' values, personality, and lifestyles to tailor marketing, this option precisely matches the described approach.

Option 4: ethnicity — This is a demographic characteristic tied to cultural background. While it can influence consumer behavior, it does not address the psychological and lifestyle dimensions emphasized in the description.

Option 5: religion — Also a demographic or cultural attribute that may affect preferences, but it does not capture the broader psychographic profile of values and lifestyles used for marketing strategy development.

Concisely, only psychographics aligns with the described focus on values, personality, and lifestyles for marketing segmentation.

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