ABSTRACT
A developing trend during the 1980s was a shift in the approach of consumer marketing from mass marketing to ‘niche’ (or micro) marketing. This has been characterised by a focus on individual customers and their characteristics, in terms of where they live-or ‘locality’ marketing. Various factors have driven this trend, particularly:
♦ ever extending ranges of products (and services) ♦ increased fragmentation of lifestyles, and association of lifestyle with consumer
behaviour ♦ media fragmentation: new technologies have increased the ability to reach consumers
selectively by type and locality ♦ changes in computing technologies have meant reduced cost, increased performance,
and more refined and focused data collection.
