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| Author: | Noble, S.M. Schewe, C.D. |
| Title: | Cohort segmentation: An exploration of its validity |
| Journal: | Journal of Business Research
2003 : DEC, VOL. 56:12, p. 979-987 |
| Index terms: | Segmentation Consumers Marketing |
| Freeterms: | Cohorts Generation X Generation Y Baby boomers |
| Language: | eng |
| Abstract: | The notion of cohorts is becoming increasingly popular among trade journals and is even cited in undergraduate marketing textbooks as a segmentation technique. However, little empirical evidence exists to support the validity of the concept. The goal of this study was twofold: (1) to examine the central relationship in the cohort concept whether values can predict cohort groupings, and (2) to determine if consumers within cohort groupings cite similar external events as influential to them. Based on data gathered from 373 subjects, multiple discriminant analysis was conducted to determine if subjects' ratings on seven value dimensions could predict their cohort membership. Additionally, cross-tabulations were conducted. The results show that 45 percent of participants could be correctly classified into their cohort grouping and that external life events were related to these groupings. However, the results raise questions about the existence of consumer cohorts. |
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