Millennials and Generation Z: a generational cohort analysis of Indian consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Packiaraj Thangavel ◽  
Pramod Pathak ◽  
Bibhas Chandra
Keyword(s):  
Decision Making ◽  
Factor Analysis ◽  
Generational Differences ◽  
Online Shopping ◽  
Cohort Analysis ◽  
Empirical Work ◽  
Generational Cohort ◽  
Content Type ◽  
Generation Z ◽  
Decision Styles

PurposeYoung consumers are recognized as an important and lucrative segment for the businesses across the globe. While initial steps have been taken to understand them, majority of the existing works consider both Millennials and Generation Z as a single and homogeneous market segment. The purpose of this study is to explore the consumer decision-making styles which are prevalent among Indian Millennials and Generation Z e-shoppers, and how significantly they differ from one another on each of those decision-making attributes.Design/methodology/approachThis exploratory study used the generational cohort theory (GCT) as a framework. The psychographic statements (Questionnaire items) employed were adopted from several past researches on store orientation and catalog orientation, and they were rephrased to suit to the context of Indian online shopping. The principal components factor analysis with promax rotation has been used to unearth the underlying decision-styles among 503 survey participants. Subsequently, the ANOVA model was run to examine the mean differences between the cohorts.FindingsThe factor analysis has revealed that frugality (Price), convenience (Home) and social desirableness are the most dominant shopping orientations (decision-styles) that prevail among Indian (Millennials and Generation Z) online shoppers though in varying degrees. The probing of ANOVA results suggested that, though both the cohorts favor e-shopping, Generation Z are more enthusiastic about online shopping than their Millennial counterparts do.Practical implicationsThough Generation Z and Millennials share few characteristics between them, they exhibit different consumer behaviors. Marketers need to customize their value offerings and marketing communications that resonate well with each generational cohort.Originality/valueAlmost all the existing research works that have been conducted so far on generational cohorts are from Western and European countries and one could confidently say that those findings cannot be applied for the developing nations such as India which is a complex and diverse country in terms of its language, custom, religion and practices with troublesome pasts. Moreover, this is the first empirical work to be conducted to unearth the generational differences that exist between Generation Z and Millennials to the best of authors' knowledge.

Urban and rural millennials: Heterogeneity of the young adult generation

2019 ◽  
pp. 5-28
Author(s):  
Vadim V. Radaev
Keyword(s):  
Coming Out ◽  
Generational Differences ◽  
Cohort Analysis ◽  
Social Indicators ◽  
Well Being ◽  
Generational Cohort ◽  
Rural Infrastructure ◽  
Sociological Approach ◽  
Monitoring Survey

A sociological approach towards the generational cohort analysis is developed. A special emphasis is made upon the youngest adult generation of millennials coming out of their adolescence in the 2000s. A broad range of social indicators is used for empirical exploration of intra-generational differences between urban and rural millennials. Data were collected from the annual Russian Longitudinal Monitoring Survey (RLMS-HSE) in 2003—2016. Numerous significant differences have been revealed with regard to the educational level, family planning, use of modern gadgets and digital technologies, commitment to healthy lifestyles, and some values. Some practices are more widely spread among rural millennials, whereas other practices are more characteristic of urban millennials. Most of revealed differences are explained by the lower level of material well-being of rural millennials and lower quality of rural infrastructure.

Generational differences and implicit leadership schemas in the Philippine workforce

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Helen C. Salvosa ◽  
Maria Regina M. Hechanova
Keyword(s):  
Generational Differences ◽  
The Political ◽  
Generational Cohort ◽  
Implicit Leadership ◽  
Content Type ◽  
Diverse Workforce ◽  
Technology Generation ◽  
Generation Cohorts ◽  
Cohort Theory ◽  
Survey Responses

PurposeThis study examined generational differences in traits and desired schemas of leaders among Filipino workers using the lens of the generational cohort theory.Design/methodology/approachThis study utilized a sequential exploratory mixed-method approach. Phase One of the study utilized a qualitative approach in eliciting perceived characteristics and leadership schemas. Phase Two utilized a quantitative approach utilizing a survey to test generational differences.FindingsCluster analysis of survey responses of 341 Filipino workers showed two generation cohorts – the political and technological generation. Respondents from the political generation characterized themselves as being work-centered, family-oriented, traditional, seasoned, decisive and multi-tasking. The political generation also believes that an ideal leader is someone who cares about people's welfare, delegates, and is able to control others. On the other hand, the technology generation described themselves as being tech-savvy, carefree, laid-back, proud, individualistic, self-centered, arrogant, energetic and adventurous. The technological generation views an ideal leader as someone who is responsible, provides clear instructions, listens, and recognizes people.Research limitations/implicationsThe study focuses on Filipino workers and more studies in other countries are needed to establish generational differences in schemas.Practical implicationsThe results have implications on the way that leaders are selected and developed especially in an increasingly diverse workforce.Social implicationsThe results highlight the role of political, sociocultural events and technological trends that shape the traits and schemas of workers.Originality/valueThe study contributes to both generational studies as well as implicit leadership literature. The study highlights the value of examining the intersection of both culture and generation in the context of leadership.

Measuring intellectual capital in a firm belonging to a strategic alliance

2015 ◽  
Vol 16 (1) ◽  
pp. 174-198 ◽  
Author(s):  
Stefania Veltri ◽  
Andrea Venturelli ◽  
Giovanni Mastroleo
Keyword(s):  
Decision Making ◽  
Expert System ◽  
Intellectual Capital ◽  
Strategic Alliances ◽  
Strategic Alliance ◽  
Empirical Work ◽  
Organizational Level ◽  
Decision Making Process ◽  
Content Type ◽  
Scant Attention

Purpose – The purpose of this paper is to propose a method to measure intellectual capital (IC) in firms involved in strategic alliances, an area that has received scant attention in the literature, as existing research is focused mainly on organizational level mainly and increasingly on macro-level unit such as regions or nations. There are very few works at the meso-level (i.e. alliances, clusters), and the paper aims to fill this void, by providing researchers and practitioners with a tool capable of combining measurement and management aims, developed at organizational level with the active participation of the researchers. Design/methodology/approach – The method of analysis is based on a model formalized through a fuzzy expert system (FES). The FES are able to merge the capabilities of an expert system to simulate the decision-making process with the vagueness typical of human reasoning, maintaining the ability to still have a numeric value as a response. Its construction requires the participation of experts, whose knowledge of the problem is accumulated in the form of blocks of rules. These features make it possible to formalize the decision-making process related to the IC valuation, handling qualitative and quantitative variables, and exploring the cognitive mechanisms underlying this process. Findings – The outcome of the application is a system designed to measure the intangible performance deriving from participation in a strategic alliance using FES. This study contributes to the broadening of the research community’s understanding regarding the alternative measurement of IC created within strategic alliances. Research limitations/implications – To the best of the authors’ knowledge, IC literature lacks methods expressly designed to measure the incremental value of IC originating from collaboration among firms. From a measurement perspective, the results may be regarded as valuable proof that IC performance within strategic alliances can be measured quantitatively. Practical implications – On the management side, the possibility of retracing the determinants of different IC intermediate indicators composing the final IC index allows strategic alliances managers to use this information for decision-making purposes. Originality/value – To the best of the authors’ knowledge this is the first study applying FES to measure IC in a firm belonging to a strategic alliance. In the authors’ opinion, fuzzy logic methodology, recently applied in empirical work designed to evaluate IC, represents a reliable methodology because of the “fuzzy” nature of IC.

scholarly journals GENERATION Y AND GENERATION Z EMPLOYMENT EXPECTATIONS: A GENERATIONAL COHORT COMPARATIVE STUDY FROM TWO COUNTRIES

2021 ◽  
Vol 24 (3) ◽  
pp. 93-109
Author(s):  
Dana Egerová ◽  
Lenka Komárková ◽  
Jiří Kutlák
Keyword(s):  
Generation Y ◽  
Psychological Contract ◽  
Generational Differences ◽  
Slovak Republic ◽  
Future Research ◽  
Generational Cohort ◽  
Online Questionnaire ◽  
Generation Z ◽  
Cohort Differences ◽  
Cohort Theory

Generational differences in work values and workplace expectations have become a widely discussed research and intervention topic in recent years. However, little is known about Generation Z, who are now entering the labour market, and this presents challenges to both researchers and companies. Therefore, the primary purpose of the present study is to extend generation research by examining generational cohort differences in workplace expectations, specifically between Generation Z and the previous closest generation, Generation Y. The study is also intended to add to the limited empirical evidence of the workplace expectations of the most recent Generation Z. The theoretical framework guiding this study includes generational cohort theory and anticipatory psychological contract dimensions: job content, career development, social atmosphere, the fairness of organisational policies and rewards. The study was based on an online questionnaire survey. Data was collected from a sample of 1,000 respondents for the Czech Republic and 600 for the Slovak Republic including Generations Y and Z in the ratio 1:1. The generational differences in the workplace expectations, controlling the effects of gender and country, were investigated using multiple linear regression. The overall findings of the study indicate that both generations are more similar than different regarding their future employment expectations. We also find that those preferences may be more heterogeneous within a homogeneous group than across generational cohorts. The findings specifically indicate that some characteristics, such as geographical environment, professional experience and gender may shape employment expectations more than generational difference. The study suggests that companies also need to appreciate heterogeneity within a homogeneous generational group instead of treating current or prospective potential employees simply as members of one generation. The directions of future research, as well as the limitations of the study, are discussed.

scholarly journals The winery experience from the perspective of Generation Z

2018 ◽  
Vol 30 (2) ◽  
pp. 169-184 ◽  
Author(s):  
Dimitrios P. Stergiou ◽  
David Airey ◽  
Alexandros Apostolakis
Keyword(s):  
Wine Industry ◽  
Generational Cohort ◽  
Student Groups ◽  
Content Type ◽  
Wine Tourism ◽  
Generation Z ◽  
Five Factors ◽  
Service Staff ◽  
Tourism Experience ◽  
Low Performance

Purpose The purpose of this paper is to investigate the wine tourism experience from the perspective of Generation Z adults in Greece, following an actual winery visit. Design/methodology/approach Responses were obtained from a total of 306 respondents drawn from student groups visiting a winery in the Achaia region of the Peloponnese, Western Greece, using convenience sampling. A list of winescape attributes was adopted for testing and used to structure self-administered questionnaires. The data collected were analysed using a factor-analytic and importance-performance analysis framework. Findings Five factors that promote understanding of the desired wine tourism experience of Generation Z adults were identified, namely, cost considerations and wine and entertainment both perceived to be important but the winery’s performance on the same was poor, destination attributes and service staff both perceived to be important with good performance and learning about wine perceived to be unimportant with low performance. Originality/value This is the first academic study focusing specifically on the winery experience from the perspective of Generation Z. As such, it has provided new and useful insights for researchers and managers in the wine industry concerning the experience of this under-researched generational cohort.

Is it love or just like? Generation Z’s brand relationship with luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyunju Shin ◽  
Jacqueline Eastman ◽  
Yuan Li
Keyword(s):  
Luxury Brands ◽  
Generational Cohort ◽  
Brand Relationships ◽  
Research Attention ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Generation Z ◽  
Brand Relationship ◽  
High Level

Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis. Findings This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them. Originality/value The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

scholarly journals Do Business Ethics and Ethical Decision Making Still Matter: Perspective of Different Generational Cohorts

2020 ◽  
Vol 11 (1) ◽  
pp. 31-43 ◽  
Author(s):  
Igor Klopotan ◽  
Ana Aleksić ◽  
Nikolina Vinković
Keyword(s):  
Decision Making ◽  
Business Ethics ◽  
Generational Differences ◽  
Ethical Decision ◽  
Ethical Decision Making ◽  
Ethical Issues ◽  
Business Environment ◽  
Ethical Behaviour ◽  
Ethical Values ◽  
Generation Z

AbstractBackground: Research in business ethics shows that individual differences can influence one’s ethical behaviour. In addition, variability in attitudes towards ethical issues among different generations is emphasized. Still, results are inconclusive and call for an additional examination of possible generational differences with regard to ethics and ethical values.Objectives: Our objective is to test if the perception of the importance of business ethics, attitudes towards ethical issues and aspects influencing ethical behaviour, differ among the four generations currently present in the workforce.Methods/Approach: Theoretical implications are empirically tested on a sample of 107 individuals, members of Baby Boomers, Generation X, Millennials and Generation Z.Results: In general, the results indicate that there are little or no generational differences related to the analysed aspects of business ethics. The significant difference is present only in the importance given to factors that influence ethical decision-making: (i) formal rules and procedures, (ii) performance management system and (iii) job pressures, between the members of Generation Z and older generations.Conclusions: In spite of employee diversity, ethics continues to present an important aspect of the business environment. Thus, organizations need to be oriented towards creating ethical leaders and a positive ethical climate that ensures that ethical values and behaviours are present throughout the organization.

Research on the logistics development level and spatial differentiation in node city with gray target decision model

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wuyong Qian ◽  
Lizhen Wang ◽  
Jue Wang ◽  
Qianqian Chen
Keyword(s):  
Decision Making ◽  
Factor Analysis ◽  
Panel Data ◽  
Clustering Analysis ◽  
Spatial Differentiation ◽  
Logistics Industry ◽  
Content Type ◽  
Regional Logistics ◽  
Development Level ◽  
Objective Evidence

PurposeThe purpose of this study is to master the development process and the construction effectiveness of backbone circulation network in an all-round way, formulate regional logistics development planning as well as promote the development of logistics industry by scientifically evaluating the logistics development of node cities with a view to analyzing their spatial differentiation features.Design/methodology/approachIn this paper, an integrated evaluation model is constructed by adopting factor analysis, gray target decision-making model based on cone volume and other methods so as to evaluate the logistics development of node cities. The dimensionality of three-dimensional panel data is reduced by factor analysis at first. Then, the gray target decision-making method based on cone volume is adopted to evaluate the development of node cities, whose evaluation results are carried out through the clustering analysis. The clustering analysis is used to determine the development level of node cities and to extract the spatial differentiation features of node cities.FindingsThe results show that the proposed model can comprehensively evaluate the logistics level of node cities and clarify the overall logistics development and spatial differentiation of node cities, which could provide objective evidence for formulating national policies as well as promoting the balanced and coordinated development of regional logistics in China.Originality/valueThe paper succeeds in overcoming the disadvantages of existing methods assessing the logistics development level, such as principal component analysis and factor analysis, which are not applicable to panel data.

scholarly journals Doing it for the kids: the role of sustainability in family consumption

2016 ◽  
Vol 44 (11) ◽  
pp. 1100-1117 ◽  
Author(s):  
Elaine L. Ritch ◽  
Douglas Brownlie
Keyword(s):  
Decision Making ◽  
Empirical Work ◽  
Geographical Location ◽  
Well Being ◽  
Educational Interventions ◽  
Environmental Concerns ◽  
Exploratory Research ◽  
Social Resilience ◽  
Content Type ◽  
Family Consumption

Purpose The purpose of this paper is to explore social dynamics around food and clothing provisioning for young families and how involvement in environmental concerns shapes those dynamics and presents challenges and opportunities to in terms of evolving consumer tastes. Through collecting and analysing narratives of mothering, the authors explore the influence of children on decision making in household provisioning; in particular, how their education into sustainable concepts through the European initiative of eco-schools impacts provisioning. Design/methodology/approach The exploratory research design specifically sought the demographic profile identified in extant literature as engaging with sustainability issues to explore how they were interpreted into familial consumption. This resulted in 28 unstructured interviews exploring a range of related topics with a group of highly educated working mothers with a profession. Findings The study finds that family consumption behaviour is mediated by relations towards environmental concerns and taste positions taken by both parents and children. It illustrates how care for children’s safety, social resilience and health and well-being is habitus informed as well as being the subject of wider institutional logics including educational interventions such as school eco-status and participation in mother and child activity groups. However, tensions arose surrounding the children’s socialisation with peers and space was provided to help the children self-actualise. Research limitations/implications The exploratory goal of the study limited the scope of its empirical work to a small group of participants sharing consumer characteristics and geographical location. Practical implications The research provides ideas for retailers, brands and marketers to better position their product offering as it relates to growing family concerns for ecological issues and sustainable consumption, as well as what motivates sustainable behaviours, from both the child and mothers perspective. Social implications The research identifies the immersion of sustainability into family households when there are no financial implications, influenced through campaigns, schools and society. This provides examples of what motivates sustainable behaviours for retailers and marketers to develop strategies that can be capitalised on. Originality/value The originality of the research emerges through examining how children influence sustainability within households and decision making, moving beyond health implications to educate children to be responsible consumers through play and authentic experiences.

Generational differences in technology behaviour: comparing millennials and Generation X

Kybernetes ◽  
2019 ◽  
Vol 49 (11) ◽  
pp. 2755-2772 ◽  
Author(s):  
Cristina Calvo-Porral ◽  
Rogelio Pesqueira-Sanchez
Keyword(s):  
Generation X ◽  
Information Search ◽  
Generational Differences ◽  
Structural Equation ◽  
Generational Cohort ◽  
Content Type ◽  
Research Findings ◽  
Generational Group ◽  
Moderating Role

Purpose There are differences in the motivations underlying technology behaviour in each generational group; and there may be variances in the way each generational group uses and gets engaged with technology. In this context, this study aims to address the following questions: “Does generational cohort influence technology behaviour?” and if so: “What are the main motivations underlying Millennials and Generation X technology behaviour?”. Design/methodology/approach For this purpose, based on the uses and gratifications theory this study examines technology behaviour through multi-group structural equation modelling, drawing on a sample of 707 millennials and 276 Generation X individuals Findings Research findings indicate that millennials mostly use and get engaged with technologies for entertainment and hedonic purposes; while Generation X individuals are mainly driven by utilitarian purposes and information search. Further, research findings indicate the moderating role of generational cohort in the use of technologies. Originality/value This study provides empirical evidence of the main differences and motivations differences driving technology behaviour of millennials and Generation X individuals.

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