Toward a Larger Framework of the Generation Concept in Marketing

Abstract

The aim of this paper is to clarify the concept of generation in marketing that gave rise to fruitful research, albeit very heterogeneous. Our approach consists in a presentation of these various explorations against the integrative framework offered by sociology in order to assess their ability to take into account the different dimensions that characterize the generation concept. This analysis contributes to the identification of new research areas that could add significantly to the literature on the generation concept.

Marketing to the (new) generations: summary and perspectives

“…Companies may associate their products with semiotic cues conveying denotations and/or connotations of the dynamism and youth sought by this generation. When designing advertising campaigns, they may also use relatively young characters and make sure that themes such as vitality, action and family are present in the scenario, but also consider some of the psychological, sociological, and behavioral features characterizing the generation that contribute to their intra-generational consistency (Bourcier-Béquaert & de Barnier, 2010).…”

Customer segmentation based on psychographic and demographic aspects as a determinant of customer targeting in the online environment

“…From the above-mentioned analysis of customers (hotel guests) carried out from marketing research focused on them, content of communication message according to Maráková (2016), types of online communication channels according to Gúčik (2011) and secondary research of characteristic of generation cohorts (McCrindle and Wolfiger, 2010, Schewe and Meredith, 2004, Bourcier-Bequaert and Barnier, 2010, Rentz and Reynolds, 1991, Reeves and Oh, 2008, Noble and Schewe, 2003, Sima, 2016, DeAlmeida et al, 2016, Chakraborty, 2017, Diaz-Samiento et al, 2017 we categorized customers (hotel guests) into five groups, see Figure 3. Based on the categorization, the hotel should select the appropriate content of the communication message, online communication channels and tools for each customer segment, and it is also necessary for the hotel to identify which customer segments want just only to be informed and which want to participate in the communication as well.…”

“…Each generation represents a different set of unique expectations, experiences, generational history, lifestyles, values, and demographics that influence their buying behaviours. There are many studies, which identify and analyse differences in consumer behaviour according to the customer generations (McCrindle and Wolfiger, 2010, Schewe and Meredith, 2004, Bourcier-Bequaert and Barnier, 2010, Rentz and Reynolds, 1991, Reeves and Oh, 2008, Noble and Schewe, 2003, Sima, 2016, DeAlmeida et al, 2016, Chakraborty, 2017, Diaz-Samiento et al, 2017, Nadanyiova, 2018. For the purposes of this contribution, respondents are segmented into five classifications by their generational cohort: (The Baby Boomers; Silent Generation; Generation X; Generation Y and Generation Z.…”

The Impact of Influencers on the Decision-Making Process Regarding the Purchase of the Brand Product

“…Each generation represents a different set of unique expectations, experiences, generational history, lifestyles, values, and demographics that influence their buying behaviors. There are many studies, which identify and analyze differences in consumer behavior according to the customer generations (Reicher, 2018;McCrindle & Wolfiger, 2010;Schewe & Meredith, 2004;Bourcier-Bequaert & Barnier, 2010;Rentz & Reynolds, 1991;Reeves & Oh, 2008;Noble & Schewe, 2003;Sima, 2016;DeAlmeida et al, 2016;Chakraborty & Balakrishnan, 2017;Diaz-Sarmiento et al, 2017). For the purposes of this contribution, respondents are segmented into five classifications by their generational cohort: (The Baby Boomers; Silent Generation; Generation X; Generation Y and Generation Z).…”