Postmoderne Marketing - jagten på autenticitet og identitet via forbrug

Sara Ringgaard

Student thesis: Master thesis


In this thesis it is argued that traditional marketing theories and models, such as the marketing mix, the SWOT analysis etc., are all build on a modernist basis. With a functionalistic focus and positivist ontology the aim of modern marketing is to analyse, plan and control the internal and external factors of a business. Consumers are hence considered to be rational, driven by needs and to have a fixed identity which allows segmentation by either sociodemographics or lifestyle. From a postmodernist perspective these traditional marketing theories are considered unfit for a postmodern society characterised by fragmentation, plurality, hyperreality and loss of commitment. Based on the premise, that we have undergone a shift from a modern to a postmodern paradigm, the thesis sets out to answer the following: “In what way is the consumption of food involved in the identity construction of the postmodern consumers, and how does a postmodernist consumer approach affect target group segmentation and marketing in the company Mill & Mortar?” Postmodern consumers have no given identity and they are constructing their identity on a day to day basis through their consumption, searching for authenticity to balance out the real and the ideal self of the consumer. Therefore, goods are not used from their materialistic purpose but for their symbolic value to the individual consumer. Thus, symbolic value is constructed by the consumer and not by the marketers. The postmodern consumers act in an individualistic manner to construct their identity as a personal collage of symbols, which presents the consumers as unique individuals. But at the same time the postmodern consumers are social beings who engage in a number of different communities. These communities are based on consumption and they make up the frames of reference for the individual consumer’s construction of identity and way of ascribing symbolic value to goods of consumption. Hence, postmodern segmentation should focus on the postmodern consumer communities and postmodern marketing should work to involve the consumers in creating authenticity. It is concluded that the consumption of food is only involved in the construction of identity amongst the postmodern consumers who engage in a gourmet community and an eco community, and that Mill & Mortar should focus their marketing on involving the gourmets.

EducationsCommunication Studies, (Bachelor/Graduate Programme) GraduateBusiness Studies, (Bachelor/Graduate Programme) Graduate
Publication date6 Feb 2010
SupervisorsPoul Dines & Jamshid Fredskilde Gholamian


  • segmentering
  • marketing
  • forbrug
  • Baudrillard
  • forbrugeradfærd
  • postmodernisme
  • målgruppe
  • identitet