Post Grape-Nuts cereal has been marketed since early 20th century. Its market share has been steadily declining as consumers began associating it with something their grandfather ate. Post recently launched a campaign to increase consumption of the cereal by inviting consumers to try the crunchy cereal on top of their yogurt, their salad, or their bowl of soup as a delicious addition. Post was trying to convince people who had never tried the cereal to try, and people who were familiar with the product to use it in a variety of different ways. Post is using which segmentation variable to
Define its target market?
A)behaviour
B)demographi c
C)lifestyle
D)usage

Question

Quizplus · Accepted Answer

By targeting consumers who have never tried the cereal before and suggesting new and different ways to use it, Post is using usage segmentation to define its target market.

Post Grape-Nuts Cereal Has Been Marketed Since Early 20th Century