Segmenting, targeting, and positioning (stp) ofgenerational cohorts Y, Z and Alpha

Thomas, Mary; George, Ginu

doi:10.5958/0976-173x.2021.00008.7

Cited by 5 publications

(6 citation statements)

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“…Com os avanços tecnológicos recentes, essa forma de segmentação se tornou ainda mais acessível e precisa, disponibilizando informações sobre as motivações subjacentes às decisões de compra dos consumidores, como, por exemplo, as mídias digitais (Cazorla-Artiles & Eugenio-Martin, 2023). Quando combinada com as outras três formas de segmentação, a abordagem psicográfica possibilita análises mais complexas e preditivas do comportamento do consumidor, conferindo uma ferramenta poderosa para os profissionais de marketing (Thomas & George, 2021).…”

Section: Segmentação De Mercadounclassified

Segmentação de Mercado em Festivais Turísticos: Perspectivas de Identidade Social e Cultural

Zucco,

Ardigó,

Patrício

et al. 2024

Tur., Visão e Ação

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Os festivais culturais emergiram como catalisadores do turismo, influenciando profundamente a formação e expressão de identidade cultural e social. Este estudo tem o objetivo de identificar e analisar segmentos de visitantes, tendo em vista a valorização da identidade cultural e social durante o Festival Festitália 2023, sediado em Blumenau (SC). Adotando uma abordagem quantitativa, os dados foram coletados por meio de uma pesquisa survey com uma amostra de 471 participantes. Por meio da análise de clusters, foi possível identificar três segmentos de visitantes: “Os Céticos”, que possuem uma perspectiva crítica quanto ao impacto cultural do festival; “Os Otimistas Culturais”, que avaliam o evento positivamente; e “Os Defensores Apaixonados”, que exibem uma apreciação profunda tanto pelo festival quanto pela sua influência na cultura e na sociedade local. As informações reveladas neste estudo oferecem contribuições para os gestores do evento, apoiando decisões relacionadas à avaliação de determinados aspectos do festival. Contudo, vale ressaltar as limitações da pesquisa, dada sua concentração em um evento específico e a natureza exploratória da amostragem.

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Section: Segmentação De Mercadounclassified

Segmentação de Mercado em Festivais Turísticos: Perspectivas de Identidade Social e Cultural

Zucco,

Ardigó,

Patrício

et al. 2024

Tur., Visão e Ação

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“…These shared events and experiences lead to common beliefs and preferences, and similar values, attitudes, lifestyles and (consumer) behaviours among the cohort members. (Bäcklund and Martin, 2019; Djafarova and Bowes, 2021; Thangavel et al , 2021; Thomas and George, 2021). Generational Cohort Theory proposes that these events thus lead to a particular generational identity that have profound and life-long lasting effects on the perceptions, attitudes and behaviours of a cohort, with significant differences between generations.…”

Section: Who Are Gen Z?mentioning

confidence: 99%

“…They have been raised in the twenty-first century and were strongly influenced by growing cultural diversity, global brands and a digital world dominated by social media (McCrindle and Fell, 2021). They have been described in terms of their common characteristics, a number of which sets them apart from other generational cohorts (Dreyer and Stojanová, 2023; Southgate, 2017; Thomas and George, 2021 for extensive reviews).…”

Section: Who Are Gen Z?mentioning

confidence: 99%

“…They experienced similar life events and socio-economic developments and have a shared history, such as social norms, historical events, political and economic upheavals, breakthrough innovations and new celebrity and cultural icons (Goldring and Azab, 2021). These shared events and experiences, in turn, lead to the formation of common characteristics, beliefs and preferences and similar values, attitudes, lifestyles and (consumer) behaviours among the cohort members (Bäcklund and Martin, 2019; Djafarova and Bowes, 2021; Thangavel et al , 2021; Thomas and George, 2021). This impacts their communication style, knowledge, skills and other aspects of life, including socializing and purchasing (Thangavel et al , 2022).…”

Section: Introductionmentioning

confidence: 99%

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Beyond labels: segmenting the Gen Z market for more effective marketing

Van den Bergh,

De Pelsmacker,

Worsley

2023

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Purpose The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences. Design/methodology/approach An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas. Findings Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas. Research limitations/implications This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world. Practical implications This study provides input for marketing practitioners to create better focused and more effective campaigns. Originality/value Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.

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“…Generation Z is interested in exploring new things, highlighting their identity and social interactions, not being too friendly, and having high self-esteem. Whereas the alpha generation tries to do new things, is impulsive, limits themselves to the social environment, and has low empathy and emotional levels (Thomas & George, 2021). This research is interesting to study for two main reasons.…”

Section: Introductionmentioning

confidence: 99%

Beyond age stereotypes: Unveiling the investment intentions of young individuals during the COVID-19 pandemic

Puspawati,

Abas,

Permatasari

2024

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This study examines personality traits, financial literacy, and risk tolerance for investment intentions. In addition, this study also examines the role of risk tolerance as a mediator in the influence of personality traits on investment intentions. A quantitative research method is used to measure personality traits, financial literacy, risk tolerance, and investment intention. A survey was conducted among young individuals in Indonesia. Respondents came from various regions in Indonesia, especially those from Java, Indonesia. The number of samples was 405 questionnaires. The results show that several personality traits, such as extraversion, neuroticism, and openness, affect investment intentions. However, the results show conscientiousness and agreeableness do not affect investment intentions. Researchers have found that extraversion and conscientiousness do not affect risk tolerance, but neuroticism, openness, and agreeableness do. Financial literacy and risk tolerance are also proven to affect investment intentions. When the mediation effect was tested, it was found that neuroticism, openness, and agreeableness affect investment intentions. On the other hand, risk tolerance does not act as a mediator variable between extraversion and investment intention. The practical implication of the study lies in assisting stock exchanges in developing countries to craft effective strategies for attracting Generation Z and Alpha investors, particularly during periods of economic volatility.

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Segmenting, targeting, and positioning (stp) ofgenerational cohorts Y, Z and Alpha

Cited by 5 publications

References 0 publications

Segmentação de Mercado em Festivais Turísticos: Perspectivas de Identidade Social e Cultural

Segmentação de Mercado em Festivais Turísticos: Perspectivas de Identidade Social e Cultural

Beyond labels: segmenting the Gen Z market for more effective marketing

Beyond age stereotypes: Unveiling the investment intentions of young individuals during the COVID-19 pandemic

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