markedsfragmentering
Markedsfragmentering refers to the division of a market into smaller, distinct segments. This occurs when consumer needs, preferences, or behaviors become diverse enough to warrant separate targeting strategies. Instead of a single mass market, companies recognize that different groups of customers have unique demands and require tailored products, services, or marketing approaches.
The drivers behind market fragmentation are varied. Economic development often plays a role, as increased disposable
For businesses, understanding market fragmentation is crucial for effective strategy development. It allows for more precise