Conditions for a Segment

Market Segmentation
Knowledge Center

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Marten van der Zee
Analyst, Netherlands

Conditions for a Segment

A group of potential buyers or customers can be called a "segment" if the following four conditions are met:
1. Homogeneity; in a segment the response to an activity should be as homogeneous as possible, and between segments it should be as heterogeneous as possible.
2. Size; segments must be big enough to allow profitable exploitation.
3. Identifiable (Measurable); the customers in the segments should be identified. Without identification it's difficult to know the exact size of the segment.
4. Accessible; if you want to use the marketing mix or other features, the segment has to be accessible.
Only quantitative research can provide insight to these four points.

 

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