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Segmentation and Profiling of Infrastructure Millennial Workers in Shopping Goods Market in Region 12, Philippines

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  • Rean May C. Galang

Abstract

Millennials are branded as the most powerful consumer segment. They can even spend their entire income to purchase goods or experiences. This changed when COVID-19 hammered the world. The enthusiastic shoppers became indifferent due to uncertainties. As consumers, including the most powerful consumer segment stopped behaving the way they used to, industries around the world continue to struggle, most especially non-essential retail sectors. This study aimed to provide retailers of shopping goods information about Millennials, their spending practices, the values they have, their attitude towards pandemic protocols, and their current lifestyle. Furthermore, as this group is highly heterogeneous, this study also provided retailers newly formed segments because of COVID-19. This study is a descriptive-correlational study. The data were gathered using a hybrid survey questionnaire distributed to infrastructure Millennial workers in Region 12. The main statistical tool used was hierarchical cluster analysis. The study concluded that there are three segments: The Balanced Workers, The Independent and Efficient Workers, and The Confident Workers. These segments have different characteristics in terms of spending, values, attitude, and lifestyles. It is recommended that shopping good retailers and marketing practitioners should adjust their marketing plans and strategies to address such changes in the buying behavior.

Suggested Citation

  • Rean May C. Galang, 2022. "Segmentation and Profiling of Infrastructure Millennial Workers in Shopping Goods Market in Region 12, Philippines," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 13(6), pages 1-13, November.
    • Handle: RePEc:jfr:ijba11:v:13:y:2022:i:6:p:1-13
    DOI: 10.5430/ijba.v13n6p1
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    References listed on IDEAS

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    1. Flor Madrigal Moreno & Jaime Gil Lafuente & Fernando Avila Carreon & Salvador Madrigal Moreno, 2017. "The Characterization of the Millennials and Their Buying Behavior," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(5), pages 135-144, October.
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