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Segmenter le marché des 50-65 ans par les variables générationnelles subjectives

Author

Listed:
  • Denis Guiot

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Ziad Malas

    (IUT de Tarbes - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse)

Abstract

Combining age, life events and generational variables has been advocated in order to segment the 50-65 years old ("youngest olds") market. Using these three categories of variables, we present a model highlighting the relevance of complementary subjective generational variables.

Suggested Citation

  • Denis Guiot & Ziad Malas, 2012. "Segmenter le marché des 50-65 ans par les variables générationnelles subjectives," Post-Print hal-01651190, HAL.
    • Handle: RePEc:hal:journl:hal-01651190
    Note: View the original document on HAL open archive server: https://hal.science/hal-01651190
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    References listed on IDEAS

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    1. Andreasen, Alan R, 1984. "Life Status Changes and Changes in Consumer Preferences and Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(3), pages 784-794, December.
    2. Novak, Thomas P & MacEvoy, Bruce, 1990. "On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 105-109, June.
    3. Noble, Stephanie M. & Schewe, Charles D., 2003. "Cohort segmentation: An exploration of its validity," Journal of Business Research, Elsevier, vol. 56(12), pages 979-987, December.
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