Psychographic Segmentation
Grouping people according to attitudes, values, and lifestyles
SRI International and VALS 2
Porsche example
Top Guns (27%): Ambition, power, control
Elitists (24%): Old money, car is just a car
Proud Patrons (23%): Car is reward for hard work
Bon Vivants (17%): Car is for excitement, adventure
Fantasists (9%): Car is form of escape