08 9月 英国论文代写：后现代客户
The post modern customers are least interested in cost/ benefit assessments of their choice of products rather the post modern customers look for experiences as they consume a product. The consumers look out for experiences which are concentrated towards fantasies, feelings and fun. Thus experience becomes an integral part of the product for the post modern customers. Another dimension to this phenomenon is engagement of the customer in co-creating a product with the company (Macnamara, 2010). When the consumers are allowed to participate actively, the consumers become more interested in buying that product. Many of the fashion houses engage customers to design their outfit. It does not mean that the customers do all the designing but it suggests that the company like their customers to be a part of what they have to offer. Such companies assist their customers in designing the outfit. This gesture helps the customer to feel important and as a part of the company.
Post modern customers are more individualistic. The post modern individualism is the result of the fragmented society. This fragmentation has resulted from development of industry and commerce. Development of technology has given more individual space to the consumers. They can be in touch with the virtual world with virtual touch. Thus post modernism is an era of extreme individualism (Pappa, 2002). This makes the consumers look out for social link. This explains that the post modern consumers do not look out for products rather they look out for social link or social relationship with the product. Customization plays an important role while catering to customers who are individualistic. Some of the companies Like Rolls Royce have the name of the car owner on the car. This is considered as a differentiating factor by customers who are individualistic.