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)usage rate
C)product awareness
D)buyer intentions

Question

Quizplus · Accepted Answer

The segmentation variable focused on with the newer approach is usage rate, as the company shifted its marketing message to target the primary demographic group who consumes the most beer, which is men between 18 to 30 years of age.

Miller Beer Once Called Itself "The Champagne of Bottled Beer