Mass market is understood to be the market for a business with little or no difference in consumer tastes and needs. The companies target the end consumers and assume that they need the same products or the same marketing mix. Therefore, they do not segment the market to promote their product.

When and how to apply Mass Market:

Mass marketing is most effective when used to promote products that are regarded as necessities, products that a large number of people will be shopping for regardless. By creating brand recognition through memorable advertisements, mass marketing aims to influence consumer behavior so that they purchase the advertised product. A mass marketing strategy increases the potential for high volume sales while reducing manufacturing costs through mass production by producing goods that are needed by a large market and offering them at competitive prices.

Mass-marketed products frequently practice planned obsolescence to reduce production costs and ensure that consumers will return to purchase the product again. By using low-quality materials to manufacture products, companies can ensure that consumers will need to replace their items, creating opportunities for future sales. Numerous of these products are regarded as essentials—items that customers frequently replace when worn out or depleted. Even though they are a less durable product, staples can be marketed as inexpensive because they are sold at a price that makes repeat purchases affordable.

Well-known companies that use this pattern are BestBuy and Nike.