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This paper describes a new segmentation methodology based on sociocultural variables which, combined with sociodemographic variables, tell of a new reality: vital stages that in the past respected a certain temporal sequence, nowadays appear to be less defined, often juxtaposed, in a different order and with the possibility of repetition in an individual's life.
Therefore, some classical segmentations have lost power in the intent of homogenising groups of people and in making predictable their social behaviours.
On the other hand , Life Times can contribute to decisions on strategies that, in the context of globalisation, require a clear identification of similarities and differences.
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