Search results

The purpose of this paper is to look at the successful generational cohort segmentation from global and country-specific formative experiences in the USA, to examine the justification of cohort segmentation in South Africa. It also describes the demographic and psychographic characteristics of the latest consumer cohort – Generation Y for the interest of retailers and marketing managers.

The study gathers secondary data by carefully scrutinizing books, journal articles, essays and dissertations. From these secondary sources, summaries of various findings and important scholarly insights into the qualifying factors for cohort formation and the important characteristics that make Generation Y an attractive consumer segment are provided.

Findings show that, generational cohort segmentation is reserved 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 to be the country-specific defining event backing the labelling of Generation X and Y South Africans. Generation X should thus be “the apartheid, socio-economic instability cohort” and Generation Y should be “the post apartheid socio-economically liberated cohort” Findings also show that Generation Y South Africans constitute a majority of the growing middle class, termed “Black Diamonds”.

In addition to providing summaries of useful marketing-related reasons to target Generation Y consumers, this study assesses the qualification of South Africa’s historic and political events in forming consumer cohorts for generational marketing.

This paper aims to identify the differences between African and European students with regard to their entrepreneurial intentions, attitudes towards entrepreneurship, role models and entrepreneurial experience. It also aims to set the scene for future comparative research between developing and developed countries in the area of graduate entrepreneurship.

A quantitative empirical research design was applied, using self‐administered questionnaires. Questionnaires were distributed to first‐year business students at universities in three African countries that are either developing (Uganda and Kenya) or emerging (South Africa) and four European developed nations (Finland, Germany, Ireland, and Portugal).

The results indicate that students from developing/emerging economies are more likely to envisage future careers as entrepreneurs and are more positive towards entrepreneurship than their industrialised European counterparts, even though motivators for employment/self‐employment are similar across the samples. The type of role models used and the extent of entrepreneurial experience varied between individual countries.

Limitations include the use of a convenience sample and its restriction on the use of statistics, a single data collection point and a sample across seven countries on two continents.

The results lead to universal and country‐specific recommendations relating to the improvement of student‐oriented entrepreneurship activities within universities.

The paper extends research on graduate entrepreneurship by providing an international comparison of entrepreneurship intentions, attitudes and experiences between developing/emerging and developed nations, leading to suggestions on how to foster an entrepreneurial spirit and assist new‐venture creations for students.