Beyond labels: segmenting the Gen Z market for more effective marketing

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-10-03 DOI:10.1108/yc-03-2023-1707
Joeri Van den Bergh, Patrick De Pelsmacker, Ben Worsley
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Abstract

Purpose The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences. Design/methodology/approach An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas. Findings Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas. Research limitations/implications This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world. Practical implications This study provides input for marketing practitioners to create better focused and more effective campaigns. Originality/value Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.
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超越标签:细分Z世代市场,进行更有效的营销
本研究的目的是根据品牌和生活方式相关的变量以及对他们在线活动的看法,确定欧洲、美国和澳大利亚Z世代人口(1996年至2010年出生)的细分市场。这项研究探讨了这些细分市场的不同之处,并提供了跨国异同的见解。设计/方法/方法对4304名参与者进行了在线调查,并使用聚类分析和方差分析来识别和描述三个地理区域的Z世代人群。发现在欧洲有5个节段,在美国和澳大利亚有4个节段。不同群体对品牌的排他性、包容性和可持续性的重视程度不同,Z世代成员如何看待金钱问题和生活中的地位,以及他们如何看待自己的在线活动。在这三个地理区域也发现了类似的片段。本研究提出了一种概念和分析方法来探索队列内多样性。未来的研究可以将这种方法应用于不同世代的队列,并将其用于研究世界其他地区的队列内多样性。实践启示本研究为市场营销从业者创造更有针对性和更有效的营销活动提供了输入。跨国家代际队列研究很少,尤其是对内部队列多样性的研究不足。这项研究基于三个地理区域的代表性样本,对Z世代群体的多样性提供了深入而细致的洞察。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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