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Case Study: Segmentation Associates, Inc Source: Adapted from Burns, A. C and R. F Bush (2005), Marketing Research. Upper Saddle River, N.J.: Prentice-Hall. Segmentation Associates, Inc. is a marketing research company that specialises in market segmentation studies. It has access to large and detailed databases on demographics, lifestyles, asset ownership, consumer values, and a number of other consumer descriptors. It has developed a reputation for reducing these large databases into findings that are managerially relevant to its clients. That is, Segmentation Associates is known for its ability to translate its findings into market segmentation variables for its clients to use in their marketing strategies. In the past year, Segmentation Associates has conducted a great many market segmentation studies for diverse clients such as Ford Motor Company, Microsoft, Allstate Insurance, Delta Airlines, American Express, Snackwells, and Disney World. The company has agreed to provide disguised findings of some of its work. In the following table segmentation variables are identified, and each of three different types of automobile buyer types is identified. For each segmentation variable, Segmentation Associates has provided the results of its stepwise multiple regression findings. The values are the standardised beta coefficients of those segmentation variables found to be statistically significant. Where no value appears, that regression coefficient was not statistically significant. Segmentation Variable Sports Car Buyer Compact Automobile Buyer Luxury Automobile Buyer Segmentation Variable Compact Automobile Buyer Sports Car Buyer Luxury Automobile Buyer Demographic Age - 28 -.15 +.59 Education --12 +.38 Family Size +.39 -35 Income -15 +25 +.68 Lifestyle/Values Active +.59 - 39 American Pride +.30 +.24 Bargain Hunter +.45 -33 Conservative 38 +.54 Bargain Hunter +.45 -33 Conservative -38 +.54 Cosmopolitan - 40 +.68 Embraces Change -.30 +.65 Family Values +.69 +.21 Financially Secure - 28 +.21 +.52 Optimistic +.71 +.37 What, in your view, are the most significant segmentation variables affecting the purchasing decision of Compact Automobile? Explain your reasons