Mass market
From The Art and Popular Culture Encyclopedia
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The mass market is a general business term describing the largest group of consumers for a specified industry product. It is the opposite extreme of the term niche market.
General
The mass market is the group of consumers who occupy the overwhelming mass of a bell curve for common household products, i.e. they could be tagged as being "average". Yet, this group consists of such a wide variety of people, their desires towards a certain product may be totally different from each other. Often competition to supply the mass market is fierce, but relatively easy to enter because of the large amount of consumer pool available.
Although similar sounding, the mass market is the most unweildy to harness by mass marketing because of the sheer number of consumers and the myriad of needs. It is difficult to target each and every customer in the mass market, therefore, marketeers must divide the market into smaller groups with similar wants.
See also
- Big-box store
- Mass behavior
- Mass customization
- Mass consumption (aka "consumerism")
- Mass media
- Mass merchandiser
- Mass movement
- Mass production
- The masses
