one of the four major requirements (with actionability, accessibility and substantiality) for useful market segmentation; Measurability, sometimes referred to as Identifiability, ...
Measurability of segment: Can you measure the size and growth of the segment. Is the segment growing? In the UK the DVD market is growing at an extremely fast pace. From January 2002 - June 2002 900,000 DVD’s were sold.
Measurability Characteristics of a Market Segment
Marketers look for unique ways to make their products appealing to consumers. In many cases, what's appealing to one set of consumers doesn't appeal to another consumer set.
See also: Segmentation, Access, Accessibility, Marketing, Segment