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Keywords: Psychographics
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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
... and psychographic characteristics of the latest consumer cohort – Generation Y for the interest of retailers and marketing managers. Design/methodology/approach – The study gathers secondary data by carefully scrutinizing books, journal articles, essays and dissertations. From these secondary sources...
