The Next Big Thing is Really Small

Apr 04, 2003

By George Anderson

A growing trend points out what New York apartment dwellers and others living in small spaces have known for years. Buying in bulk doesn’t pay if you don’t have the storage space.

An article in The Boston Globe reports that the growing segmentation of the consumer market means that, for every shopper who wants their’s super-sized, there is another who would prefer a mini version.

Kevin Keller, marketing professor at Dartmouth’s Tuck School of Business, says offering more targeted product choices including smaller package options creates more loyal customers and added price premiums for manufacturers and resellers.

Moderator’s Comment: How will mass marketing/manufacturing
be affected as consumer segmentation becomes more precise?

Customization in the shopping experience and product selection
will continue to gain currency. [George
Anderson – Moderator

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