What is Sophistication

Certain industries have developed segments in which both consumers and businesses have attitudes, expectations, and behaviors that differ significantly from those of the industries they are part of. Some of these new dynamics include a heightened interest in quality and the concomitant development of entities and mechanisms designed to ensure certain standards, as well as an increased level of involvement of the consumer with the product. Consumers who show the various characteristics mentioned above are part of what may be considered sophisticated segments of the market. This chapter analyses the relevance of perception of quality, the importance of educating consumers, and the changes in levels of consumer engagement in these segments. The chapter also suggests theoretical and practical implications regarding marketing strategies, as well as some gaps of knowledge that further research might address.