Conditions for a Segment
A group of potential buyers or customers can be called a "segment" if the following four conditions
; in a segment the response to an activity should be as homogeneous as possible, and between segments it should be as heterogeneous as possible.
; 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.
; 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.