Since market are heterogeneous, that Is they contain consumers and potential buyers with differs characteristics. This is because consumers are differ in their tastes,desires, level of income and preferences. It is therefore germane to find a means of dividing them into different segment so as to target them with a distinct marketing mix. However, before a market can be segmented,there are seven distinct conditions a marketer must take cognizance of. These are:
1.Identification: the different characteristics exhibited by consumers for a product must be identify or known
2.measurability: the consumer characteristics identured must be clearly known
3.Substantiality: the consumers exhibiting similar characteristics must be large enough for profitable marketing cultivation
4.Appropriateness: marketing opportunities in the segment should be in line with the company resources and should be profitable
5.Accessibility: the variable or characteristics should make then segment accessible to marketers.
6.Consumer sensitivity: If it is discovered that the buyers are very sensitive to the changes in the product,either real or imagined,it would be preferred to pursue a product differentiation strategy.
7.Company's resources. If a firm has limited resources to allow for complete coverage of the market, the firm's only choice is concentrated marketing