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Age Matters Segmenting Swedish Markets by Generational Cohorts

Author

Listed:
  • Schewe, Charles

    (University of Massachusetts)

  • Carlson, Benny

    (Department of Business Administration, School of Economics and Management, Lund University)

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 does not help to understand segment motivations. However, environmental events experienced during one’s coming of age 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 to create generational cohorts in Sweden.

Suggested Citation

  • Schewe, Charles & Carlson, Benny, 2003. "Age Matters Segmenting Swedish Markets by Generational Cohorts," Working Paper Series 2003/3, Lund University, Institute of Economic Research.
    • Handle: RePEc:hhb:lufewp:2003_003
    as

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