Generational Segmentation

Generational segmentation is a concept which has emerged recently and it involves grouping the population based on psychographic and demographic factors such as age and lifestyle. It entails coming up with a sub group which hold similar traits. It’s a strategy which has been adopted by companies and financial institutions in order to gain competitive advantage against their rivals. It groups consumers into different categories with regards to their year of birth and age group i.e. generation X, Y and Z (Chisnall 1997).

I belong to generation Y. According Baker to (2000), people from this generation uphold various unique characteristics which I have that differentiate me from people from the other generations. For instance, I am brand loyal and I cannot switch to a new brand because of the attraction I have towards a particular brand at an early age. Furthermore, my choice of a given brand is influenced by my parents who belong to the boomer generation

When I was thirteen years old, I liked listening to music and watching television programmers which were always associated with the older generation. My musical preference was therefore not in line with people of younger generation where I belonged as I always listened to country music while they preferred hip-hop music.

Gabriel and Lang (1995) argue that marketers should try to appeal to all generations despite of their unique characteristics. They should classify customers according to their personal values, attitudes, interests and lifestyles. This method characterizes consumers accurately and it is more effective than single demographic attribute. This event cannot be appropriate for 2014 advertising campaign as it entails marketing products to people based on their year of birth and age group.

References

Baker, M. (2000). Marketing Management and Stategy. New York . Macmillan

Chisnall, P. M (1997). Marketing Researc.: London. McGraw hill.

Gabriel, Y and Lang (1995). The Unmanageable Consumer:...