What is a segment profile?
A segment profile is a descriptive summary of the size, needs, behaviors and preferences of consumers within a particular market segment, with the goal of evaluating segment attractiveness and developing suitable marketing strategies.
Study Tip
Connect the word ‘profile’ to a criminal profiler that we see on TV crime shows – they develop a description (a profile) of a suspect – in marketing we develop a profile of consumers.
Segment nicknames
Firms will often give the market segments a nickname, which is their way of describing it in a quick and efficient manner.
These are also referred to as a “brand persona”.
What should be included in a segment profile?
KEY MEASURES OF THE SEGMENT
• Segment size measures
• Segment growth rate
• Proportion of the overall market
CONSUMER BEHAVIOR IN THE SEGMENT
• Main consumer needs
• Usage level
• Level of brand loyalty
• Price sensitivity
• Product involvement levels
• Retailer preferences
DESCRIPTIVE FACTORS
• Geographic spread
• Demographic description
• Psychographic description
COMPETITION/COMMUNICATION
• Main competitive offerings
• Main media choices
