Abstract:
The new marketing concepts are emerging in market. It is era of post modernism that
allows marketers to adopt change in the concepts. The concept of fragmentation, tribal
marketing and hyper-reality is evolving, and upcoming trends. This study is conducted to
check the awareness and impact of these concepts on café culture of twin cities. To
conduct this study the researcher follow the qualitative method to explore this area, for
this in-depth interviews were conducted to ask respondents open ended questions to get
the true view points. The responses of the participants were critically analyzed in the
findings section. On that basis themes are identified on common findings of respondents.
Most of the participants were agreed that hyper-reality is main ingredient in café culture,
fragmentation is not applied as such and tribal marketing is emerging trend so it is
applied somehow to café culture. The topic is very vast and there are many aspects of it
that needs to be explored. For future researcher it is very helpful study to start and they
can enhance it to different industries as well.
