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Keywords: Defining moments
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Journal Articles
Justification of generational cohort segmentation in South Africa
Available to Purchase
International Journal of Emerging Markets (2015) 10 (1): 89–101.
Published: 19 January 2015
... for countries whose defining moments meet some qualifying conditions. South Africa can segment consumers in terms of generational cohorts because the historic and political defining events the country experienced fulfil the requirements for cohort formation. Particularly, apartheid is suggested...
