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Generational Segmentation in Selected European Countries - Analysis of Secondary Data

Krzysztof Błoński ()
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Krzysztof Błoński: Uniwersytet Szczeciński

International Conference on Marketing and Business Development Journal, 2017, vol. 1, issue 1, 163-171

Abstract: The aim of the article is to identify similarities and differences between individuals from different countries and generations / cohorts (builders, post-war baby boomers, X generation, Y generation, Z generation) on the basis of their declared value system. This article is of a research nature and has been prepared on basis of the results of the European Social Survey (ESS) conducted in 2014. In the research proceedings the literature also has been used in the form of books and articles on the concept of segmentation. The carried out analysis of the data will enable us to ascertain the extent to which products can be transferred between individual countries, assuming the use of the G.E. concept of Meredith, Ch. Schewe and J. Karlovich. The results of the variance analysis allow us to state that, regardless of the analyzed country, there are significant differences between the different generations. On the other hand, the results of cluster analysis indicate that uniform cohorts cannot be talked about independently of the analyzed country. This allows claiming the possibility of applying the analyzed segmentation concept, assuming preparation of the generation segmentation for each country separately.

Keywords: marketing; market segmentation; general segmentation; human values. (search for similar items in EconPapers)
JEL-codes: M31 M39 C38 (search for similar items in EconPapers)
Date: 2017
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