A gym has fitness-conscious office workers as its target market - HSC - SSCE Business Studies - Question 15 - 2012 - Paper 1

The target market identified as 'fitness-conscious office workers' very clearly relates to their lifestyles and values, which are key components of psychographic segmentation. Psychographic segmentation involves categorizing consumers based on their attitudes, aspirations, and other psychological criteria.

Further, these workers can also be seen as a demographic segment, as they share characteristics such as occupation (office workers) and a specific interest in fitness. Thus, the answer would incorporate both psychographic and demographic factors.