An Exploratory Study of Generational Cohorts in Central Region of Peninsular Malaysia
| dc.contributor.author | Koh Ing Ing | |
| dc.date.accessioned | 2026-10-15T02:53:28Z | |
| dc.date.issued | 2018 | |
| dc.description | Generational cohort segmentation has grown in popularity in marketing; however, there is limited research being carried out in Malaysia. As a result, researchers conveniently adopted the well-known U.S. cohorts to classify the Malaysian consumers without theoretical basis. Hence, this thesis aims to contribute to the current body of knowledge by identifying the generational cohorts in the Central Region of Peninsular Malaysia with supported generation theories. A qualitative approach via in-depth interviews was carried out and a sample of 34 respondents from different races and age-groups were interviewed in this study. All the interviews were recorded and transcribed verbatim for further analysis. Content analysis was used to analyse the collected data. The findings show that there are four distinctive generational cohorts in Central Region. They are shaped and formed based on their personal attachment to the major events during formative years. They are also found to be different from the U.S cohort labels. This study not merely discover generation cohorts in Central Region, it can also be applied for future research in various disciplines such as marketing, management or education, where generation cohorts are relevant. It is believed that such endeavour would provide researchers, marketers and practitioners a whole new perspective about the people they are dealing with. | |
| dc.identifier.uri | https://scholarhub.unimas.my/handle/123456789/3090 | |
| dc.language.iso | English | |
| dc.publisher | UNIVERSITI MALAYSIA SARAWAK | |
| dc.relation.ispartofseries | Faculty of Economics and Business | |
| dc.subject | Cohort segmentation, generational cohort, Central Region | |
| dc.title | An Exploratory Study of Generational Cohorts in Central Region of Peninsular Malaysia | |
| dc.type | Masters |