Segmenting global markets by generational cohorts: determining motivations by age

Authors

  • Charles D. Schewe,

    Corresponding author
    1. University of Massachusetts, Umass, Amherst, MA 01003, USA
    • University of Massachusetts, Umass, Amherst, MA 01003, USA
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    • Charles D. Schewe is Professor of Marketing at the University of Massachusetts in Amherst and principal in Lifestage Matrix Marketing, a consulting firm focusing on the ageing of populations. He received his MBA from the University of Michigan and his PhD from the Kellogg School of Management at Northwestern University. He has published over 50 articles in academic journals and over a dozen books. In 1979, he had a Fulbright Scholarship to the University of Lund where he continues to be a frequent visiting professor.

  • Geoffrey Meredith

    1. University of Massachusetts, Umass, Amherst, MA 01003, USA
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    • Geoffrey Meredith is President and Founder of Lifestage Matrix Marketing, a research and consulting firm located in Lafayette, California. He holds an MBA from Stanford Graduate School of Business. He has over 20 years of experience in advertising and marketing, having held senior vice president positions at Ogilvy & Mather, Ketchum Communications and Hal Riney and Partners, all in San Francisco.


Abstract

Marketing has long rested on the use of market segmentation. While birth age has been a useful way to create groups, it describes segments but in itself does not help to understand segment motivations. Environmental events experienced during one's coming-of-age years, however, create values that remain relatively unchanged throughout one's life. Such values provide a common bond for those in that age group, or cohort. Segmenting by ‘coming-of-age’ age provides a richer segmentation approach than birth age. This approach, known to work in America, is used in this paper to create generational cohorts in Russia and in Brazil. Copyright © 2004 Henry Stewart Publications Ltd.

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