Analyzing Niche Product Choice on Internet: Implication for Companies Pursuing Micro Marketing Strategy

Over the past decades, the nature of consumption has changed significantly due to a large number of goods and services on the market. For which reason, people stop placing the emphasis on functional advantages of a product. Instead, they are searching for goods that will distinguish them from others and clearly demonstrate their social “I” (self), status and independence in the society. The aim of the bachelor thesis is to study online consumers’ preferences in niche products online in order to provide guidance to companies using micromarketing strategy. In paper have been analyzed and described key and related concepts of niche marketing. The theory of symbolic interactionism has been used as the theoretical basis of the bachelor thesis. This theory provided justification of conspicuous consumption phenomenon and allowed to reveal the forms of symbolic interaction online. Within the research part, a review of marketing strategies of domestic and foreign niche product promotion has been made, also an analysis of niche product consumer behavior online and an interpretation of survey data, expert interviews and providing recommendation advices. The results of the survey showed that the conspicuous consumption of niche products online is not characteristic for the Internet users among surveyed communities. However, the answers given by the respondents could be affected by the socio-demographic characteristics, economic crisis, and others. This work deepens research on features of online consumption, and recommendations allow companies to adjust micromarketing strategy in promoting niche products online.