Study Notes for Segment Profiles

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