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Management article
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Reference no. AMSJ05-11
Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2001
Length: 12 pages

Abstract

While Boomer consumerism has dominated the US market in the last two decades, the new marketing challenge for all industries is Generation X, defined as the 46 million American young adults born between 1965 and 1978. As the market shifts to focusing on the new generation, how such generation evaluates, perceives and chooses the various offerings, becomes critical for success. An empirical study of both segments on perceived value provided insights into some differences between the segments. Results show similarity between segments in that they perceive Core Value, Personal Value, and Sensory value, but differences in what constitutes these dimensions for the respective segments. Results are discussed and strategic implications are addressed.

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Abstract

While Boomer consumerism has dominated the US market in the last two decades, the new marketing challenge for all industries is Generation X, defined as the 46 million American young adults born between 1965 and 1978. As the market shifts to focusing on the new generation, how such generation evaluates, perceives and chooses the various offerings, becomes critical for success. An empirical study of both segments on perceived value provided insights into some differences between the segments. Results show similarity between segments in that they perceive Core Value, Personal Value, and Sensory value, but differences in what constitutes these dimensions for the respective segments. Results are discussed and strategic implications are addressed.

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