Miller beer once called itself "the champagne of bottled beer," and ads showed elegant women in long white dresses sipping beer from crystal goblets. Then the company discovered that most beer is consumed by men 18 to 30 years of age, and it changed
The thrust of its marketing message to reflect the more productive target market. What segmentation variable has it focused on with the newer approach?
A)benefits sought
B)product awareness
C)usage rate
D)buyer intentions

Question

Quizplus · Accepted Answer

The segmentation variable that Miller beer has focused on with its newer approach is usage rate, specifically targeting men aged 18 to 30 who are the heaviest consumers of beer.

Miller Beer Once Called Itself "The Champagne of Bottled Beer