A Generational Cohort Model for Consumers in China: The Rise and Fall of the Great GATSBY?

Jhony Choon Yeong Ng, Christina Maria Helminger and Qianyun Wu
Additional contact information
Jhony Choon Yeong Ng: Nanjing University of Aeronautics and Astronautics, College of Economics and Management, Jiangsu Province, China.
Christina Maria Helminger: Nanjing University of Aeronautics and Astronautics, College of Economics and Management, Jiangsu Province, China.
Qianyun Wu: Nanjing University of Aeronautics and Astronautics, College of Economics and Management, Jiangsu Province, China.

Indian Journal of Commerce and Management Studies, 2016, vol. 07, issue 1, 53-66

Abstract: Generational cohort segmentation is an integral part of target marketing. People within a cohort share similar values and attitudes, stemming from shared life experiences. These commonalities among people within a cohort can serve as a valuable source of consumer insights to marketers. One of the commonly used generational cohort model divides consumers into baby boomers, generation X, generation Y, and generation Z. However, given the peculiarity of each country’s national history, it is unlikely for the model to be applicable in China. Hence, we proposed a Chinese generational cohort model in this paper that divides consumers into three main groups: the era with limited choice, the great Gatsby and the dreamers.

Keywords: Generational Cohort; Consumer Segmentation; Consumer Demographics; China (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://scholarshub.net/index.php/ijcms/article/view/225/218 (application/pdf)
http://scholarshub.net/index.php/ijcms/article/view/225 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aii:ijcmss:v:07:y:2016:i:1:p:53-66

Access Statistics for this article

Indian Journal of Commerce and Management Studies is currently edited by Dr. Arif Anjum

More articles in Indian Journal of Commerce and Management Studies from Educational Research Multimedia & Publications,India
Bibliographic data for series maintained by Mr. Asif Anjum ().