A Qualitative Inquiry into the Formation of Generational Cohorts: A Case of an Emerging Market

• Main Authors: Hiram, Ting, Ernest Cyril, de Run
• Format: E-Article
• Language: English
• Published: Researchgate 2015
• Subjects: HM Sociology
• Online Access: http://ir.unimas.my/id/eprint/8616/1/A%20Qualitative%20Inquiry%20into%20the%20Formation%20of%20Generational%20Cohorts%20A%20Case%20of%20an%20Emerging%20Market%20%28abstract%29.pdf; http://ir.unimas.my/id/eprint/8616/; http://www.researchgate.net/publication/270685839_A_Qualitative_Inquiry_into_the_Formation_of_Generational_Cohorts_A_Case_of_an_Emerging_Market

This study use sociological theories of generations to identify generational cohorts for market segmentation. These theories are predominantly used in the West, hence little is known about their relevance in emerging markets, such as Malaysia. Past studies have mostly borrowed cohort labels fr...