Market Segmentation by Cohorts: The Value and Validity of Cohorts in America and Abroad

Generation Y Attitudes Towards E-ethics and Internet-related Misbehaviours

“…There is some discussion about the exact years that encompass Generation Y and the Teenage Research Unlimited defines the generation as those born between 1979and 1995(TRU, 1998, while others claim that the generation encompasses all those born after 1977 (Bainbridge, 1999;Saatchi and Saatchi, 1999;Walker et al, 1999). Although cohort generations are argued to share a common and distinct social character shaped by their experiences through time (Schewe and Noble, 2000), the choice of older Generation Ys was due to: their greater experience of being Generation Y and the changing retail environment; their increased purchasing power and their ability to purchase in their own right and to express themselves relatively free of parental control; them having had a relatively open access to computers and the Internet for most of their lives; their familiarity with all the relevant ethical items; their greater appropriateness for the questionnaire methodology employed and their relative homogeneity which reduced the potential for random errors compared with a sample from the general public (Calder et al, 1981). The questionnaire was administered via a specifically constructed website and the initial group of respondents selected from a list of undergraduate students.…”

Are the shoes appropriate to wear?: A study of cohort values

“…Nexters are almost completely different in their viewpoints. Raised by Baby Boomers in a robust economy that has had signifi cant technological and economic advancements, 8 this cohort sees themselves as special as they were encouraged to follow their own interests and passions. 41 This gave them the confi dence to succeed and be positive about their future and fi nd it easy to defer to authority.…”

“…7 Therefore, cohort effects draw special attention to a shared or collective fi eld of emotions, attitudes, preferences and dispositions and a set of embodied practices like leisure activities that each cohort uses to create its own traditions and cultures. 8 Strauss and Howe 9 in their seminal work add that given this effect, a cohort takes on a persona that includes attitudes, values and beliefs about family life, religion, gender roles and lifestyles. Meredith et al 5 add that these effects are highlighted by social events (ie September 11 and The Challenger incident) deemed ' defi ning moments ' that are the glue that bind these cohorts and also differentiate them from other cohorts.…”

Effects of Processing Styles on the Preference of Restaurant Menu Type: How Do Millennials Compare to Other Segments?

“…In an effort to better serve the wants and needs of various market segments, it is helpful to know the characteristics associated with generational segments to better determine how age relates to other characteristics (Shoemaker, Lewis, & Yesawich, 2007). Different generations recall different events and attach meaning and importance to these events (Arsenault, 2004;Schewe & Noble, 2000;Schuman & Scott, 1989). These defining moments shape an individual's values, attitudes, beliefs, and behaviors in such a way that these shared experiences distinguish one cohort from another (Ryder, 1965).…”