According to the research findings, it can, therefore, be said that postmodernism has significantly influenced the way marketers should perform their job in the twenty-first century. With the trade liberalization reforms and globalization, an increasing number of companies have gained access to the global market. With the increased flow of information and information technologies development, the greater number of consumers became more knowledgeable and well-educated. Nowadays, a profile of the postmodern consumers might be comprised of the following adjectives: savvy, streetwise, and sophisticated. It is worth to note that these characteristics do not imply that practically every user of the Internet technology has higher education or is University/college student.
Rather, it is a broad category of people of different ages, different backgrounds, different levels of educational background, and lifestyle, but who those who tend to use Internet technology to inform themselves about current trends and learn more about the things they are interested in. In business and marketing perspective, postmodern consumers tend to use the Internet as the first source of information about a certain product, brand or company and based on this information, to make their judgments and decisions about the merits of products and services, as well as marketing communication accompanied it.
Thus, consumers have both greater access to information and control over this information. However, with an increased flow and sources of information, consumers might feel overloaded to make the right decision. This feature of postmodernism makes people choose among a broad variety of choices, where people often just do not know what they really want. Postmodern consumers are ready to live a perpetual present, accept a state of chaos and disorder in greater extent, and put greater emphasis on style or form.
In result of the changes in consumer behavior combined with an increased market’ s fragmentation and segmentation, traditional product-centered marketing approach has been replaced by more customer-centric, interactive, database-driven and measurable integrated marketing communication.
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