Read the following instruction and answer each subquestion

Your job is to create three segments and determine how to best place each of these ten consumers into one the segments then match each segment to a car.

Explain what data you used to create the three segments and why you used those data.

ZOOM + Segmentation Extra Credit You are working for a marketing research firm and have been asked to segment the market of car buyers into three groups so that each customer would be a likely buyer of one of three cars. The car list. (Table 1) shows the mileage equivalent each car gets (representing utilitarian value) and the feature ranking of the car (representing hedonic value). Table 1Example Cars Car Nissan Leaf Ford Edge Honda Fit Mileage (MPG) Features 112 Low 21 High 36 Medium Each of the 10 customers (Table 2) have answered a survey where they rated on a scale of 1 to 10 a) how practical (utilitarian) a car they would buy should be, and b) how enjoyable (hedonic) a car they would buy should be. Table 2Consumer Survey Results Gender M F Name Charles Benton Sandra Brooks Helina Kersten Barbara McGill Philip Murphy Bob Rogers Gay Taylor Susan Whitfield Karla Wiese Susan Zuroweste F Cars Should be Enjoyable (10=Agree) 1 8 2 8 1 5 3 Age 22 46 30 60 38 34 31 39 44 54 F M M F F F F Cars Should be Practical (10=Agree) 10 3 8 3 9 6 8 5 3 2 6 9 9 ZOOM + Honda Fit 36 Medium Each of the 10 customers (Table 2) have answered a survey where they rated on a scale of 1 to 10 a) how practical (utilitarian) a car they would buy should be, and b) how enjoyable (hedonic) a car they would buy should be. Table 2Consumer Survey Results Gender M F F F Name Charles Benton Sandra Brooks Helina Kersten Barbara McGill Philip Murphy Bob Rogers Gay Taylor Susan Whitfield Karla Wiese Susan Zuroweste Age 22 46 30 60 38 34 31 Cars Should be Practical (10=Agree) 10 3 8 3 9 6 8 5 3 2 Cars Should be Enjoyable (10=Agree) 1 8 2 8 M M F F F 1 5 3 39 44 6 9 9 F 54 Task Your job is to create three segments and determine how to best place each of these ten consumers into one the segments then match each segment to a car. Use the link provided in Canvas to record your results. Explain what data you used to create the three segments and why you used those data. http://www.consumerreports.org