Hard Apple Cider Is Making a Comeback

question 29

Multiple Choice

Hard apple cider is making a comeback.Cider consumption should 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

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Definitions:

Type A Personality

Person who is ambitious, time conscious, extremely hardworking, and tends to have high levels of hostility and anger as well as being easily annoyed.

Masculine

Traits or attributes traditionally associated with men and boys, such as strength, assertiveness, and competitiveness, in a given culture.

Hofstede's Dimensions

A framework for cross-cultural communication developed by Geert Hofstede, which describes the effects of a society's culture on the values of its members and how these values relate to behavior.

Primary Appraisal

The initial evaluation process where the individual assesses the significance of a stressor as being positive, neutral, or negative.