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?

Multiple Choice

benefits sought

buyer intentions

usage rate

product awareness