Which of the following criteria for market segmentation is least likely to enable successful segmentation?

• A. Measurability of segment characteristics
• B. Accessibility of the segment to marketing efforts
• C. Random assignment of consumers to segments
• D. Homogeneity of needs within the segment

Answer: (C)

Verified step by step guidance

1. Understand the purpose of market segmentation: to divide a market into distinct groups of consumers with similar needs or characteristics, so that marketing efforts can be targeted effectively.
2. Review the common criteria for successful market segmentation: measurability (ability to quantify segment size and characteristics), accessibility (ability to reach the segment through marketing channels), and homogeneity within the segment (consumers in the segment have similar needs).
3. Analyze the option 'Random assignment of consumers to segments' and recognize that this does not rely on meaningful consumer characteristics or needs, so it is unlikely to create useful or actionable segments.
4. Compare this with the other criteria, which are all essential for creating segments that can be measured, reached, and targeted effectively.
5. Conclude that 'Random assignment of consumers to segments' is the least likely criterion to enable successful segmentation because it ignores the fundamental principles of meaningful segmentation.