1.Measurability: The degree to which the size and purchasing power of resulting segments can be measured
2.Accessibility: Can consumers in the segment be reached by appropriate marketing communications?
3.Substantiality: Is segment large enough to warrant consideration?
4.Durability: Will the segment last over time?
5.Homogeneous Response Function: Will consumers within the segment react similarly in terms of marketing variables?
2.Accessibility: Can consumers in the segment be reached by appropriate marketing communications?
3.Substantiality: Is segment large enough to warrant consideration?
4.Durability: Will the segment last over time?
5.Homogeneous Response Function: Will consumers within the segment react similarly in terms of marketing variables?