Beyond Demographic Boundary: Determining Generational Values by Cohorts

• Main Authors: Ernest Cyril, de Run, Hiram, Ting
• Format: Conference or Workshop Item
• Language: English
• Published: 2014
• Subjects: HM Sociology
• Online Access: http://ir.unimas.my/id/eprint/8617/1/Beyond%20Demographic%20Boundary%20Determining%20Generational%20Values%20by%20Cohorts%20%28abstract%29.pdf; http://ir.unimas.my/id/eprint/8617/; http://www.researchgate.net/publication/269989640_BEYOND_DEMOGRAPHIC_BOUNDARY_DETERMINING_GENERATIONAL_VALUES_BY_COHORTS

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...