Standing Out From The Crowd - Determinants Of Consumers’ Niche Orientation

Abstract

As the demand for more individualized products increases, market niches — i.e. specific submarkets of products tailored to the needs of very specific target groups rather than to the mass market — are increasingly regarded as an option to be successful despite fierce competition on saturated mass markets. Recently, the internet has especially facilitated this development by enabling companies to offer a wider range of more individualized products, and by making it easier for consumers to find niche products.