Fuzzy segmentation in postmodern consumers

The aim of this paper is to create a nexus between postmodern consumer behaviour and fuzzy clustering, and to propose a suitable clustering method to segment postmodern consumers. From a methodological perspective, the main contribution of this paper is related to the use of the fuzzy theory from the beginning to the end of the process. Unlike other fuzzy-based applications, which use fuzzy theory only on some parts of the clustering process, the clustering technique we propose and apply is fuzzy in every single step of the clustering process. By totally embracing the fuzzy theory the procedure we propose is capable of analysing the uncertainty and vagueness that characterise the experiences and perceptions of postmodern consumers.