Market Segmentation by Cohorts: The Value and Validity of Cohorts in America and Abroad

@article{Schewe2000MarketSB,
  title={Market Segmentation by Cohorts: The Value and Validity of Cohorts in America and Abroad},
  author={C. D. Schewe and Stephanie Noble},
  journal={Journal of Marketing Management},
  year={2000},
  volume={16},
  pages={129 - 142}
}
  • C. D. Schewe, Stephanie Noble
  • Published 2000
  • Geography
  • Journal of Marketing Management
  • Marketers often segment consumers on factors such as age, gender, income, stage of life, and geography. Another innovative approach is to group consumers into cohorts. Cohorts are groups of individuals who are born and travel life together and experience similar external events during their late adolescent/early adulthood years. These events influence people to create values, attitudes, and preferences that remain with them for their lifetime. This article reviews and assesses the current… CONTINUE READING
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