TITLE

Challenges to Modem Consumer Segmentation in a Changing World: The Need for a Second Step

AUTHOR(S)
Amine, Lyn S.; Smith, J. Alexander
PUB. DATE
September 2009
SOURCE
Multinational Business Review (St. Louis University);Fall2009, Vol. 17 Issue 3, p71
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
We re-evaluate modem segmentation assumptions and methods by referencing several postmodern characteristics of consumers in global markets. Drawing on contributions from sociology political sociology, social theory, anthropology, philosophy, psychology, consumer behavior, and international marketing, we posit three research questions, discussion of which leads to the formulation of research propositions. Real-life consumer and marketing examples are quoted as evidence of the need to go beyond reliance on modern segmentation to incorporate postmodern thinking into consumer analysis as a necessary 'second step.' This paper invites reflection on how marketers should adapt to new, complex, and changing consumer realities, which are summarized as multi-dimensionality~ unpredictability, inconsistency, search for meaning, and peak experiences by means of consumption.
ACCESSION #
47879739

 

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