Hypothesis

This thesis presents the hypothesis that the ability to track and quantify a consumer’s purchasing habits and preferences changes the essential role marketing. Technology makes it possible to collect personal information about a consumer’s purchasing habits and preferences. Analysis of a customer’s tastes and purchasing habits makes it possible for marketers to create individualized campaigns.
(Whereas traditional advertising seeks to make the customer conform or aspire to a general ideal associated with a brand, this data-driven approach reacts to “Markets of One.”)
This kind of marketing reacts to a customer’s habits and in presenting information that is pertinent to a customer’s desires, establishes a relationship between company and consumer that persists beyond the transaction. A company can create a feeling of caring or friendship that translates into long-term brand loyalty.