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...
| Main Authors: | , |
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| Format: | Proceeding |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/8617/ http://ir.unimas.my/id/eprint/8617/1/Beyond%20Demographic%20Boundary%20Determining%20Generational%20Values%20by%20Cohorts%20%28abstract%29.pdf |
| _version_ | 1848836404077920256 |
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| author | Ernest Cyril, de Run Hiram, Ting |
| author_facet | Ernest Cyril, de Run Hiram, Ting |
| author_sort | Ernest Cyril, de Run |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | 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 from that of the
U.S. sources, and assumed that their
characteristics can be construed in the Malaysian
context. Given the exploratory nature of the
study, a qualitative approach by means of
personal interview was conducted to identify the
actual cohorts in Sarawak, a state in Malaysia.
Specifically, major societal and historical events
that Sarawakians could overtly recall due to their
attachment to them during formative years were
elicited. Accordingly forty-eight interviews were
recorded, transcribed and content-analysed. Five
cohorts were identified, and they were different
from that of the U.S. sources. They were
subsequently labelled as Neoteric-inheritors,
Prospective-pursuers, Social-strivers, Idealisticstrugglers
and Battling-lifers based on their
collective experience of the events. The results show the relevance of theories of generations for
market segmentation in emerging market. |
| first_indexed | 2025-11-15T06:23:13Z |
| format | Proceeding |
| id | unimas-8617 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:23:13Z |
| publishDate | 2014 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-86172015-08-19T02:14:29Z http://ir.unimas.my/id/eprint/8617/ Beyond Demographic Boundary: Determining Generational Values by Cohorts Ernest Cyril, de Run Hiram, Ting HM Sociology 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 from that of the U.S. sources, and assumed that their characteristics can be construed in the Malaysian context. Given the exploratory nature of the study, a qualitative approach by means of personal interview was conducted to identify the actual cohorts in Sarawak, a state in Malaysia. Specifically, major societal and historical events that Sarawakians could overtly recall due to their attachment to them during formative years were elicited. Accordingly forty-eight interviews were recorded, transcribed and content-analysed. Five cohorts were identified, and they were different from that of the U.S. sources. They were subsequently labelled as Neoteric-inheritors, Prospective-pursuers, Social-strivers, Idealisticstrugglers and Battling-lifers based on their collective experience of the events. The results show the relevance of theories of generations for market segmentation in emerging market. 2014 Proceeding NonPeerReviewed text en http://ir.unimas.my/id/eprint/8617/1/Beyond%20Demographic%20Boundary%20Determining%20Generational%20Values%20by%20Cohorts%20%28abstract%29.pdf Ernest Cyril, de Run and Hiram, Ting (2014) Beyond Demographic Boundary: Determining Generational Values by Cohorts. In: Proceedings of MAG Scholar Global Business, Marketing and Tourism Conference, November 22-24, 2014, Hyatt Regency, Yogyakarta. (Unpublished) http://www.researchgate.net/publication/269989640_BEYOND_DEMOGRAPHIC_BOUNDARY_DETERMINING_GENERATIONAL_VALUES_BY_COHORTS |
| spellingShingle | HM Sociology Ernest Cyril, de Run Hiram, Ting Beyond Demographic Boundary: Determining Generational Values by Cohorts |
| title | Beyond Demographic Boundary: Determining Generational Values by Cohorts |
| title_full | Beyond Demographic Boundary: Determining Generational Values by Cohorts |
| title_fullStr | Beyond Demographic Boundary: Determining Generational Values by Cohorts |
| title_full_unstemmed | Beyond Demographic Boundary: Determining Generational Values by Cohorts |
| title_short | Beyond Demographic Boundary: Determining Generational Values by Cohorts |
| title_sort | beyond demographic boundary: determining generational values by cohorts |
| topic | HM Sociology |
| url | http://ir.unimas.my/id/eprint/8617/ http://ir.unimas.my/id/eprint/8617/ http://ir.unimas.my/id/eprint/8617/1/Beyond%20Demographic%20Boundary%20Determining%20Generational%20Values%20by%20Cohorts%20%28abstract%29.pdf |