Segmenting global markets by generational cohorts: determining motivations by age

Schewe, Charles D.; Meredith, G. G.

doi:10.1002/cb.157

Cited by 195 publications

(216 citation statements)

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“…Understanding their needs and behaviours will be a cornerstone of marketing success. Generation Y refers to individuals born approximately between 1982 and 2002; by 2020 this age group will become the most important tourism consumption cohort economically, and like most generational cohorts whose members tend to share a unique social character due to coming-of-age together, it is suggested they display (somewhat) common values, attitudes and behaviours (Benckendorff, Moscardo, & Pendergast, 2010;Leask, Fyall, & Barron, 2013;Schewe & Meredith, 2006). The implications of changing generational cohorts for the tourism industry could be profound, as Schewe and Meredith (2006, p. 51) remind us that 'finding groups of consumers with strong, homogenous bonds is the "Holy Grail" of marketing'.…”

Section: Generation Ymentioning

confidence: 99%

“…The literature suggesting that Generation Y is unique compared to its preceding generational cohorts is still mostly based on studies of the US population (Benckendorff et al, 2010;Schewe & Meredith, 2006). Suggestions that the concept of Generation Y is applicable at a worldwide level are mainly premised on the observation that much of society is now globalised, and thus increasingly mono-cultural (Leask et al, 2013).…”

Section: Generation Ymentioning

confidence: 99%

“…The traits of Generation Y are thus likely to be somewhat culture-bound, with their applicability outside the Anglophonic world, particularly in emerging markets, yet to be sufficiently tested; for an exception see Ong and du Cros's (2012, p. 736) study of Chinese backpackers, where the post-Mao generation comprising this group has been 'collectively dubbed the "Generation Y" of the Chinese society'. Further empirical research is thus needed outside Anglophonic countries, such as in Schewe and Meredith's (2006) generational cohort analysis based on 'defining moments' within Russia and Brazil, respectively; however, these authors recognise that as generational cohorts only form in societies with the capability to mass communicate events of social consequence, the prospects for generational cohort analysis in lesser-developed nations may be limited. Also, studies that track the changing consumption patterns of Generation Yers as they progress through the life course, and soon Generation Zers, as they come of age, will be necessary if the tourism industry is to continue to adapt effectively to changing market characteristics.…”

Section: Generation Ymentioning

confidence: 99%

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Consumer behaviour in tourism: Concepts, influences and opportunities

Cohen

Prayag

Moital

2013

Current Issues in Tourism

560

333

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Although consumer behaviour (CB) is one of the most researched areas in the field of tourism, few extensive reviews of the body of knowledge in this area exist. This review article examines what we argue are the key concepts, external influences and opportune research contexts in contemporary tourism CB research. Using a narrative review, we examine the CB literature published in three major tourism journals from 2000 to 2012. Of 519 articles identified and reviewed, 191 are included in this article. We examine the development of and scope for future research on nine key concepts, including decision-making, values, motivations, self-concept and personality, expectations, attitudes, perceptions, satisfaction, trust and loyalty. We then examine three important external influences on tourism behaviour, technology, Generation Y and the rise in concern over ethical consumption. Finally, we identify and discuss five research contexts that represent major areas for future scholarship: group and joint decision-making, under-researched segments, cross-cultural issues in emerging markets, emotions and consumer misbehaviour. Our examination of key research gaps is concluded by arguing that the hedonic and affective aspects of CB research in tourism must be brought to bear on the wider CB and marketing literature.Keywords: consumption; travel; behaviour; marketing; research agenda Introduction Consumer behaviour (CB) involves certain decisions, activities, ideas or experiences that satisfy consumer needs and wants (Solomon, 1996). It is 'concerned with all activities directly involved in obtaining, consuming and disposing of products and services, including the decision processes that precede and follow these actions' (Engel, Blackwell, & Miniard, 1995, p. 4). CB remains one of the most researched areas in the marketing and tourism fields, with the terms 'travel behaviour' or 'tourist behaviour' typically used to describe this area of inquiry. Few comprehensive reviews of the literature on CB concepts and models exist in the field of tourism. Exceptions include Moutinho (1993) who reviews the social and psychological influences on individual travel behaviour with the aim of developing a model of tourist behaviour and Dimanche and Havitz (1995) Tourism, 2014 Vol. 17, No. 10, 872 -909, http://dx.doi.org/10.1080/13683500.2013 four concepts (ego-involvement, loyalty and commitment, family decision-making and novelty-seeking) in an attempt to methodologically advance CB in tourism studies.A lack of comprehensive reviews is not only due to the extensive breadth of the topic area itself, but also because travel behaviour is generally considered as a continuous process that includes varied yet inter-correlated stages and concepts that cannot always be analysed separately (Mill & Morrison, 2002). Tourism researchers have reviewed individual concepts (e.g. Riley, Niininen, Szivas, & Willis, 2001, on loyalty), specific influences (e.g. Moutinho, 1993, on social influences on CB), and particular research contexts (e.g. Hong, Lee, L...

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Section: Generation Ymentioning

confidence: 99%

Section: Generation Ymentioning

confidence: 99%

Section: Generation Ymentioning

confidence: 99%

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Consumer behaviour in tourism: Concepts, influences and opportunities

Cohen

Prayag

Moital

2013

Current Issues in Tourism

560

333

View full text Add to dashboard Cite

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“…The aging process results also in the progression through a number of life stages, which are marked by changing responsibilities and relationships. Occupation of these differing stages has an impact on the values most highly regarded and the behaviours in which one engages (Quester et al, 2007;Schewe and Meredith, 2004). Research on the role in of life cycle stage on wine consumption is somewhat contradictory (Bruwer et al, 2001;Thach and Olsen, 2004;Wilson and Schamel.…”

Section: Wine Consumption Patterns Of Gen Y: a Generational Effect?mentioning

confidence: 99%

Generation Y as young wine consumers in New Zealand: how do they differ from Generation X?

Fountain

Lamb

2011

International Journal of Wine Business Research

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Purpose: The primary aim of this research was to identify the wine consumption behaviour of Generation Y in New Zealand, to explore if differences exist in the wine behaviour of Generation Y in comparison to Generation X, and to seek possible explanations for these differences, in terms of cohort, age and period. Research limitations/implications:The research focused on a relatively small sample within a specific urban New Zealand setting and further application to the country as a whole may be useful. Qualitative research, perhaps using a recall methodology to explore previous consumption behaviour, would help to provide more explanation for the findings.Originality/value of paper: This is the first research project to explore the wine behaviour of Generation Y in a New Zealand context. This research has used a random and representative sample, and has been able to analyse cross-sectional, longitudinal and time lag data for Generation Y and Generation X; an approach that has not previously been used in generational research on wine consumption behaviour and which provides insights not available using one method alone.

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“…Thanks to the technology and new virtual world, establishing close relationships is not too difficult as long as they adopt an experienced based marketing strategy (Kim, 2001). It is also a common idea that Generation see shopping as a form of sport (Schewe and Meredith, 2004). The brands should offer practical recreational experiences related to fun and entertainment.…”

mentioning

confidence: 99%

Attitudes of Generation Y Towards Luxury Products and Youth-Led Change in Luxury Consumption Behaviour

Yazıcı

2016

TOJDAC

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To many people luxury products were once considered hard to access and a privilege to use. Luxury used to mean a product or service only accessible by a small group of people, a product or service that was scarce (Nueno & Quelceh, 1998). However, luxury products have now become more affordable to more consumers, especially for consumers from the middle class who access more money than ever before (Hauck & Stanforth, 2007) and therefore luxury brands have the chance to flourish and establish their reputation worldwide. In order to do so, they must truly understand their consumersand recognise how they are changing. Besides the drivers of their decisions, the purchasing behaviors of consumers are evolving. Consumers prefer to be engaged with digital channels in terms of their buying processes. Generation Y has a tremendous impact of the world economy because of the number of its representatives and increasing purchasing power, so it has been transforming into the biggest consumer segment throughout history. As a result of this, Generation Y attracts the attention of many scientific fields from psychology to economics. The main question is what makes this generation so unique both as a research topic for scientific studies and a marketing challenge. Young adults who were born between 1980 and 1990 are considered to be Generation Y and this generation has ended up to become the largest part of global consumer market and it has become an undeniable fact for luxury brands that their motivations and attitudes have to taken into consideration in the process of developing products. The brands need to communicate with the representatives of Generation Y effectively. The aim of this article is to examine Generation Ys' attitudes, i.e. their beliefs, feelings and purchase intentions towards luxury products and the meanings of the word "luxury" to young people, reasons for buying luxury products, and, on a small scale, young adults' luxury brand awareness and brand loyalty. In addition, this study aims at not only examining Generation Y customers' luxury purchasing behaviour but also helping organizations understand such customers' needs and wants. It is widely acknowledged that understanding consumer behavior is the key to be successful in business and this youth-led change in luxury consumption behavior should not be underestimated to be able to attract the attention of the future powerhouse of the global economy.

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Segmenting global markets by generational cohorts: determining motivations by age

Cited by 195 publications

References 7 publications

Consumer behaviour in tourism: Concepts, influences and opportunities

Consumer behaviour in tourism: Concepts, influences and opportunities

Generation Y as young wine consumers in New Zealand: how do they differ from Generation X?

Attitudes of Generation Y Towards Luxury Products and Youth-Led Change in Luxury Consumption Behaviour

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