Costa Cruises is an Italian cruise line founded in 1948. Based in Genoa (Italy) the cruise line primarily caters to the Italian cruise market, but the company's 10 ships, which all sail under the Italian flag, provide itineraries sailing to countries globally. Imagine, Costa cruises classifies customers in three groups: passengers who travel alone, with their family or due to business reasons (networking/conferences). The airline thus specialises in groups of people in whom one of these motives dominates. Which segmentation approach is used in the given case based on the information provided?