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.