Measurablity: Measurablity refers to the degree to which the size and purchasing power of the segments can be measured. Before target groups can be selected, the descriptive characteristics, sales potential and potential profitability of each market segmetn muse be measurable. .

             Accessibility: The purpose of segmentation effort is to identify consumer groups with different needs and deliver customised marketing mixes to them. In order to do this, the segments should be accessible in terms of the use of media and distribution outlets. If members of a segment have distinctive shopping habits, tending to certain types of stores, they would be accessible through those outlets. .

             Substantiality: Segments should be of sufficient size to enable specific marketing action. Developing customised, separate marketing mixes rises cost. The company should choose the segments that are profitable enough to have distinct marketing mixes. .

             Bases for Segmentation.

             A variety of factors or bases can be used to segment a market, common segmentation bases for consumer markets are show in Table 1-1, including demographical, geographical, psychorgraphic and behavioural segmentation. Segments may be identified on the basis of one of these bases or a combination. In selecting a segmentation base, the marketer should realise that there is no one best segmentation base that will result in effective segmentation in all cases. Instead, the marketer must find a base that best fits the decision to be made. .

             Demographic Segmentation.

             Demographic factors are the most popular bases for segmenting customer groups. For example, Table 1-2 show the most established approached to segmentation are on demographic charactertics such as age, gender . Since, generally, demographic variables (age, gender, income, family size or occuption ) are the easiest to identify and consumer needs, wants and usage rates often vary closely with them.