Den moderne forbrugers fragmenteret identitet

Martin Michaeslen

Studenteropgave: Semesterprojekt


The purpose of this study is to critically discuss the use of target group analysis from a theoretical perspective. Furthermore, the theoretical discussions of the modern consumer’s identity and the discussion of quantitative and qualitative research form the basis of a better approach in relation to how companies can use market segmentation in their search for target groups in the future. Methodology: The thesis discusses from a social constructivist’s perspective how consumers create their identity and extract identity and meaning from brands or products, and how they engage in co-creation with companies. Furthermore it is analyzed how the internet and e-commerce create new conditions for marketing and segmentation. With regard to this the effect and results of using either the quantitative or qualitative method when conducting a target group analysis are discussed. It is also examined how the use of quantitative methods has evolved in relation to the identity creation of the modern consumer. Finally, the thesis investigates how these new conditions affect prior target group analysis models and what the resulting consequences are.

UddannelserErhvervsøkonomi, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato19 dec. 2012
VejledereJørn Kjølseth Møller


  • sociale medier
  • fragmenteret
  • E-handel
  • diskussion
  • Markedsføring
  • social mediea
  • moderne forbruger
  • målgruppeanalyse
  • kvalitativ
  • Identitet
  • Kvantitativ
  • forbruger