The role and importance of value-based segmentation on the cohort of millennials: Case study Serbia

Abstract

The paper deals with the value-based segmentation conducted on Millennials generation in Serbia. It presents the research findings of the five segments of the Serbian Millennials according to their values and life style. The subject of defining the set of segments was processed by conducting a cluster and factor analysis on the representative national sample of Millennials in Serbia. Once the cluster analysis discovered the segments, the next step was to understand the essence of the clusters or segments. The sample is consisted of 1000 respondents, reflecting the population structure of the Serbian generation Y according to gender, age, region and type of settlement (urban / rural). The analysis showed some quite interesting and in some parts contradictory results. The results of this survey are relevant for sociologists, strategists, communications professionals and managers who are interested in this generation of voters, consumers, employees, leaders and entrepreneurs.

Consumers Behavior Evaluation and Segmentation of Millennial and Generation Z in Indonesia Instant Noodle Market

“… 1 Geography question about the city of residence  7 Demography questions about gender, age, marital status, number of kids, education level, occupation, and social economy status  1 Psychographic question about hobby  1 Question about media usage, where respondents should choose medias that are often used along with select the option if the time usage for those medias during pandemic is increasing, similar, or decreasing  6 General behaviour statements and 18 general psychographic statements about education and training, technology, way of purchase, marketing tools usage, lifestyle, traditional value, innovation, and social orientation which should be filled with Likert scale [14,15,19] .  8 Questions about instant noodle consumption and purchasing behaviour including top 3 most consumed brands, consumption frequency (before and after pandemic), total package in 1 consumption, conditions in consuming instant noodle, considerations in buying instant noodle, total packages per purchased (before and after pandemic), purchased frequency, purchasing channel (before and after pandemic)  12 Instant noodle consumers behaviour statements about the way to enjoy instant noodle, the influence of price, and the influence of health which should be filled with Likert scale [28] .…”