Fragmentation, tribal marketing and hyper-reality an exploratory study into the penetration of post modern marketing in the café industry in twin cities

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.