Buy custom (CASES STUDY Odoul's) What Beer Drinkers Drink When They're Not Drinking Beer

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Topic: Business
Number of pages / Number of words: 4 / 852
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This is the right target segmentation because the response to nonalcoholic beer in 1980 had failed to attract non-beer drinkers to drink beer and this only minority group in the market.

Consumer Behavioral Segmentation

Base on diagram, The O'Doul's market segmentation should define as behavioral segmentation that divided customer into group on basis attitudes towards beer drinkers and non-beer drinkers...

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O'Doul's nonalcoholic beer target segmentation is single segment concentration on alcoholic beer drinker. They try to achieve strong market position due to their greater knowledge, nearly all nonalcoholic beer drinkers are also regular and light alcoholic beer drinker. Furthermore, in 1991 nonalcoholic segment grew 32 percent is opportunity for them to have the right target segmentation and they also know that nonalcoholic beer can't attract non-beer drinkers...

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