The dimensions of a segment also indicate the potential profitability and attractiveness of the segment.
The Segment Dimensions impact on marketing mix decisions, a knowledge of the the needs and wants, and how potential customers within a segment define value, allows for considered development of the product, its distribution, advertising and pricing.
- Demographics = Affects consumer needs
- Geographic Location = Affects size of market
- Behavior and Consumption Patterns = Affects product and promotion variables
- Urgency of Satisfaction = Affects Place and Price variables