Segmenting global markets by generational cohorts: determining motivations by age

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 in itself does not help to understand segment motivations. Environmental events experienced during one's coming‐of‐age years, however, 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 in this paper to create generational cohorts in Russia and in Brazil. Copyright © 2004 Henry Stewart Publications Ltd.