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Understanding the new generation

Date of publication: June 15, 1992

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: Anne Sayers

Abstract:

The central tenet of this paper is to go beyond standard demographics and look in detail at one specific demographic group: Young people aged 13-25 in Saudi Arabia. 3845 young people were interviewed across the Kingdom. The overall objective was to increase our understanding of this group’s values, beliefs and lifestyle today using psychographic segmentation techniques. This paper details the findings of this research and appraises the value of psychographic segmentation as a marketing tool in this instance

Anne Sayers

Author

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Sayers, A. (1992a, June 15). Understanding the new generation. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/new-generation-brands