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Cohort segmentation: An exploration of its validity

机译：同类群组细分：其有效性的探索

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摘要

The notion of cohorts is becoming increasingly popular among trade journals and is even cited in undergraduate marketing textbooks as a segmentation technique; however, little empirical evidence exists to support the validity of the concept. The goal of the current study was twofold: (1) to examine the central relationship in the cohort concept―whether values can predict cohort groupings; and (2) to determine if consumers within cohort groupings cite similar external events as influential to them. Based on data gathered from 373 subjects, a multiple discriminant analysis was conducted to determine if subjects' ratings on seven value dimensions could predict their cohort membership. Additionally, cross-tabulations were conducted to explore the significant external life events each cohort cited as influential. The results showed that 45% of participants could be correctly classified into their cohort grouping and that external life events were related to these groupings; however, the results raise questions about the existence of consumer cohorts.
机译：同类的概念在贸易杂志中变得越来越流行，甚至在本科市场营销教科书中被引用为一种细分技术。但是，几乎没有经验证据来支持该概念的有效性。当前研究的目标是双重的：（1）检查队列概念中的中心关系-数值是否可以预测队列分组； （2）确定同类群组中的消费者是否引用了对他们有影响的类似外部事件。根据从373名受试者收集的数据，进行了多判别分析，以确定受试者在七个价值维度上的评级是否可以预测其队列成员。此外，还进行了交叉表研究以探讨每个队列中被认为具有影响力的重大外部生活事件。结果显示，可以正确地将45％的参与者分类为他们的同类群组，并且外部生活事件与这些群组相关；但是，结果引起了有关消费者群体存在的疑问。

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