Assignment Task: Porsche is one of the market leaders in the premium segment of the automotive industry. During a market research exercise, Porsche looked at its consumer data and classified its customers into 5 segments:
1. The top guns profile consists of ambitious and driven individuals who care about power, control and expect to get noticed.
2. The elitists includes individuals that have the attitude that a car is just a vehicle and not an expression of a person's personality.
3. The proud patrons consist of individuals who see Porsche as a trophy and the result for hard work.
4. The bon vivants profile consists of thrill-seekers with the Porsche as a means of excitement.
5. The fantasists profile of consumers see the Porsche as a form of escape and do not care about impressing others.
Identify the basis of customer segmentation.