Hard apple cider is making a comeback.Cider consumption is expected to hit 15 million cases annually this decade.Early adopters of cider are the same group that first gravitated to the microbreweries.Apple cider's drinkers like the notion that it is basically a fruit drink.It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs.What segmentation variable would you recommend Woodchuck Draft Cider use to define its market?
A) usage rate
B) geographic
C) demographic
D) psychographic
E) purchase occasion

Question

Quizplus · Accepted Answer

Psychographic segmentation would be the best choice for Woodchuck Draft Cider as it allows them to target consumers based on their personality, values, interests, and lifestyle. As mentioned in the passage, early adopters of cider are similar to those who first gravitated towards microbreweries, indicating a shared interest in craft and quality. By using psychographic segmentation, Woodchuck Draft Cider can target consumers who value unique and high-quality beverages, as well as those who prioritize health and wellness.

Hard Apple Cider Is Making a Comeback