A market segment consists of consumers who respond in a similar (homogeneous) way to a given combination of marketing efforts (the marketing mix). These groups have common needs, characteristics, or behaviors that distinguish them from other consumers in the market.
An effective market segment must be measurable (size and purchasing power), accessible (can be reached and served), significant (large enough and profitable), and actionable (effective programs can be developed to attract it). Identifying segments is a fundamental part of market targeting.
