Sections in a Segment Profile

 

Segment profile sections

The information contained in a segment profile will vary from firm to firm depending upon the availability of suitable data and market research. However, the following table contains a list of some of the key considerations to include in a segment profile.

KEY MEASURES
  • Segment size measures
  • Segment growth rate
  • Proportion of the overall market
CONSUMER BEHAVIOR
  • Main consumer needs
  • Usage level
  • Level of brand loyalty
  • Price sensitivity
  • Product involvement levels
  • Retailer preferences
DESCRIPTION
  • Geographic spread
  • Demographic description
  • Psychographic description
COMPETITION/COMMUNICATION
  • Main competitive offerings
  • Main media choices

 

For more information, please refer to Segment Profile Examples and to Segment Nicknames.