Are we Baby Boomers, Gen X and Gen Y? A qualitative inquiry into generation cohorts in Malaysia

• Main Authors: Ting, Hiram, Tze Yin, Lim, De Run, Ernest Cyri, Koh, Hannah, Murni, Sahdan
• Format: Article
• Language: English
• Published: Kasetsart University 2018
• Subjects: H Social Sciences (General); HQ The family. Marriage. Woman
• Online Access: http://ir.unimas.my/id/eprint/20296/1/Hiram.pdf; http://ir.unimas.my/id/eprint/20296/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85044580301&doi=10.1016%2fj.kjss.2017.06.004&partnerID=40&md5=4a484967212ad00a74168b0465001375

Notwithstanding the prevalent use of generation labels and descriptions from U.S. sources in the marketing literature and segmentation practices in Malaysia, there is an extreme lack of studies that justify such adoption with theoretical support and empirical evidence. The present study was performe...