Scandinavian Working Papers in Business Administration
Working Paper Series,
Lund University, Institute of Economic Research
No 2003/3: Age Matters Segmenting Swedish Markets by Generational Cohorts
Charles Schewe and Benny Carlson
Additional contact information
Charles Schewe: University of Massachusetts
Benny Carlson: Department of Business Administration, School of Economics and Management, Lund University, Postal: Department of Business Administration, School of Economics and Management, Lund University, Box 7080, SE-220 07 Lund, Sweden
Abstract: Marketing has long rested on the use of market segmentation. While birth age has been a useful way to create groups, it describes segments but does not help to understand segment motivations. However, environmental events experienced during one’s coming of age create values that remain relatively unchanged throughout one’s life. Such values provide a common bond for those in that age group, or cohort. Segmenting by “coming of age” age provides a richer segmentation approach than birth age. This approach, known to work in America, is used to create generational cohorts in Sweden.
Keywords: Generational Cohorts; Market Segmentation; Consumer Values; Consumer Behavior
14 pages, June 27, 2003
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