Measurable i sthe size, purchasing power, and profiles of the segments can be measured. Segmenting a market based on non-measurable criteria (e.g. a seg- ment of people who are highly educated but against modern technology is very difficult to identify) may lead to wrong projection of production and sales. o Accessible-the market segments can be effectively reached and served. Seg- menting a market for online shopping for the rural area with no access to Inter- net may not be the best decision.