Market Fragmentation

Market fragmentation is the concept that all markets are diverse and composed of different segments, reflecting different needs, wants, responses to marketing messages, and behavior. These many segments that characterize all markets are indicative of the fragmentation of these markets. Think of all the TV channels you have, all the magazines you can read, all the soft drinks and cereals you can consume, all the iPhone apps you can explore, and you start getting a feel for market fragmentation.