Generational Cohorts

Lim, Paul C. H.; Parker, Andrew

doi:10.1108/978-1-78973-483-620201003

Cited by 3 publications

(1 citation statement)

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“…This study aims to assess cereal consumption drivers influencing consumers’ behavioural intentions in SA. The study focuses on the generation Z consumers who are deemed to be the most special or unique generation, which include people born 1995 and 2002 (Lim and Parker, 2020), who are confident, enthusiastic about the future, with zeal for success and very expressive about their success. They are more of the new conservatives who, who are self-controlling, responsible, highly assimilated to technology and multiple information sources (Ligaraba et al , 2022).…”

Section: Introductionmentioning

confidence: 99%

Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Maziriri,

Nyagadza,

Mabuyana

et al. 2023

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Purpose This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption. Design/methodology/approach The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model. Findings The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals. Originality/value This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.

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Section: Introductionmentioning

confidence: 99%

Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Maziriri,

Nyagadza,

Mabuyana

et al. 2023

View full text Add to dashboard Cite

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Intergenerational disenchantment? Environmental behaviors and motivations across generations in South Korea

et al. 2021

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Exploring Determinants of Job Satisfaction: A Comparison Between Survey and Review Data

Lee,

Choi

et al. 2023

Sage Open

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Compared to other sectors, the restaurant industry has a high reliance on human resources through active interactions with customers. Therefore, it is important to identify job satisfaction among employees and satisfy their needs at work in order to provide high customer service. Until now, surveys have been the traditional method for measuring employees’ job satisfaction. Recently, numerous studies have analyzed employee job satisfaction based on extensive data collected directly from job portal websites. Therefore, it is necessary to verify whether the results of job satisfaction among employees derived from such methods have similar implications. This study compared the results of job satisfaction analysis using (1) 11,446 big data provided by former & current employees of the restaurant industry from a job portal website based on the two-factor theory and (2) A survey was conducted among 400 former & current employees. We found that only in big data, advancement opportunities & possibilities, and the compensation system significantly and positively (+) affected job satisfaction. In addition, current employees are more satisfied with advancement opportunities & possibilities than former employees only in big data. Thus, the big data and survey data analysis results differ. This can be attributed to the functionality and benefits of job portals. Therefore, it is necessary to consider the portal site’s functions, beneficial features, and online environment characteristics before using big data in the field of human resources.

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Generational Cohorts

Cited by 3 publications

References 0 publications

Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Intergenerational disenchantment? Environmental behaviors and motivations across generations in South Korea

Exploring Determinants of Job Satisfaction: A Comparison Between Survey and Review Data

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