Digitization = Customization Trends in consumer buying habits There are various changing trends in consumer buying habits. This has been seen in recent years as people become more knowledgeable and demanding (Joshi, 2005, p. 12). Consumer trends have changed and become unpredictable because the current consumer is more informed and knows what he is supposed to get. Information has been spread by various mediums of communication. This has enlightened consumers on their rights as far as choice is concerned. It means that consumers are choosier. In our case, the approach to marketing has been changing in recent years. This is because companies are supposed to develop products and services that meet the needs of these consumers in both perspectives (Joshi, 2005, p. 15). The marketing concept that has been adopted is not likely to change in any given case because this trend is expected to continue taking shape. Although consumers are distinct in what they prefer, companies are supposed to offer them various versions and models of products so that they do not complain. These concept is not expected to change any time soon because technology is moving forward and allowing companies to customize products and services as per their customers needs (Joshi, 2005, p. 11). Because of this, there are various changes that are expected to take centre stage as far as marketing is concerned. Such changes might include paying more attention to consumers so that one can tell what they are likely to demand. This means that marketing will have to be redefined for consumers to get the right information because they rely on it to make informed decisions in relation to buying goods and services (Joshi, 2005, p. 14). In a broad perspective changes must be made on how companies relate with consumers. Shifts in behaviors have an impact on the marketing strategy that companies will settle on. These changes in consumer behavior have different impacts. For instance, more technological shifts in behavior will demand that companies embrace the same practice (Joshi, 2005, p. 18). As consumers become more informed about the products that they need to consume, companies should ensure that these specifications and likings are catered for to avoid any disappointments. More consumer changes might demand that companies choose sophisticated ways of marketing their products so that they can reach as many people as possible (Joshi, 2005, p. 14). This means that they have to be more committed in their marketing activities for enhanced sustainability. The shifts in behavior and its impact on overall market strategy There are products that can not allow for product customization. This therefore means that traditional market segmentation and targeting will be more applicable (Joshi, 2005, p. 22). An example of such products is some medicinal drugs or the medical industry. A given drug is meant to take care of all patients and there are cases where they can not be compromised to suit a given individual. This therefore demands that they are supposed to suit the market as they were made rather than them being customized in a given scenario. Although there are trends in consumer buying habits, the fact still remains that patients need these drugs as they are so that they can get well. Customization can only be allowed in small incidences but it is practically impossible. Changing consumer patterns might only be met by engaging in more research to come up with good drugs. This means that consumers are e