Requirement for Effective Segmentation

To be maximally useful, market segments must exhibit four characteristics:

  1. Measurability:- The degree to which the size and purchasing power of the segments can be measured.

  2. Substantiality :- The degree to which the segments are large and/or profitable enough. A segment should be the largest possible homogeneous group worth going after with tailored marketing programme.

  3. Accessibility :- A degree to which the segment can be effectively reached and served.

  4. Actionability :-The degree to which effective programs can be formulated for attracting and serving the segments.

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