Discovering the values of generation X and millennial consumers in Indonesia

Discovering the values of generation X and millennial consumers in Indonesia

Millennials and Generation X (Gen-X) are the fastest-growing market segment in Indonesia. The study aims to discover the salient values of those generations and to investigate their value differences. Data were obtained via questionnaires from 200 respondents of each generation. The questionnaires m...

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Bibliographic Details
Main Authors: Arief Helmi, Vita Sarasi, Umi Kaltum, Yogi Suherman
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2021-04-01
Series:Innovative Marketing
Subjects:
consumer behavior
factor analysis
generational cohort
market segmentation
personal values
Online Access:https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/14904/IM_2021_02_Helmi.pdf

Internet

https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/14904/IM_2021_02_Helmi.pdf

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