From the course: Consumer Behavior Trends: Meet the Postmodern Consumer

Unlock the full course today

Join today to access over 22,400 courses taught by industry experts or purchase this course individually.

From market segmentation to markets of one

From market segmentation to markets of one

From the course: Consumer Behavior Trends: Meet the Postmodern Consumer

Start my 1-month free trial

From market segmentation to markets of one

- [Narrator] For years, marketers have been able to get away with classifying their customers into neat market segments based on variables such as age or income. New ideas, new products, new styles came to life in mass media, so not surprisingly most people chose the same options. Year by year, there were clear winners in domains like hits songs, clothing styles, home furnishings, and so on. But fast forward to today when we truly live in an era of market fragmentation and today's consumer chameleon happily moves from one micro-segment to another. To see the splintering in action, just visit any decent sized magazine stand. Count the staggering number of publications that give us a glimpse into unique lifestyles ranging from yachting to coding, to pumping iron. Yes, market segmentation is still valuable today and it's still widely used. However, two crucial issues in our postmodern era make it less valuable than it used…

Contents