Abstract
This study examines the relationship between market fragmentation and types of segmentation methodology employed, and evaluates to what extent the phenomena of consumer demassification requires an individual-specific segmentation approach. It confirms that at a given threshold of market fragmentation the heterogeneity associated with aggregated group characteristics is enervated, requiring a more discriminatory and precise mode of segmentation. The study is industry-specific and investigates the correlative transition between market fragmentation and the depth and specificity of the segmentation method employed in the UK mail order market, it quantifies the benefits for companies operating within a splintering market of adopting an individual-specific segmentation approach and it provides direction for the identification and development of products and services within specialist catalogues which better meet individual needs and wants central to the marketing concept. Whilst the study is industry-specific, its findings can be applied to a range of similar markets as they fragment, allowing for general conclusions to be drawn on the relationship between market fragmentation and specificity of segmentation methodology employed.