Uloga i značaj segmentacije zasnovane na vrednosti na generaciji milenijalaca: studija slučaja Srbija
The Role and Importance of Value-based Segmentation on the Cohort of Millennials: Case Study Serbia
Apstrakt
Rad se bavi analizom segmentacije generacije milenijalaca u Srbiji u smislu vrednosti koje podržavaju i izražavaju. U njemu su predstavljeni nalazi istraživanja pet segmenata srpskih milenijalaca prema njihovim vrednostima i životnom stilu. Predmet istraživanja obrađen je sprovođenjem klaster i faktorske analize na reprezentativnom nacionalnom uzorku Milenijalaca u Srbiji. Uzorak se sastojao od 1000 ispitanika, koji odražava strukturu stanovništva srpske generacije i prema polu, starosti, regionu i tipu naselja (gradsko / ruralno). Nakon što je analiza klastera otkrila segmente, sledeći korak je bio razumevanje suštine segmenata. Analiza je konstatovala prilično zanimljive, a u nekim delovima i kontradiktorne rezultate. Rezultati ovog istraživanja relevantni su za sociologe, stratege, praktičare i teoretičare u oblasti komunikacija, kao i menadžere koji su zainteresovani za ovu generaciju glasača, potrošača, zaposlenih, lidera i preduzetnika.
Abstract
The paper deals with the value-based segmentation conducted on Millennials generation in Serbia. It presents the research findings of the five segments of the Serbian Millennials according to their values and life style. The subject of defining the set of segments was processed by conducting a cluster and factor analysis on the representative national sample of Millennials in Serbia. Once the cluster analysis discovered the segments, the next step was to understand the essence of the clusters or segments. The sample is consisted of 1000 respondents, reflecting the population structure of the Serbian generation Y according to gender, age, region and type of settlement (urban / rural). The analysis showed some quite interesting and in some parts contradictory results. The results of this survey are relevant for sociologists, strategists, communications professionals and managers who are interested in this generation of voters, consumers, employees, leaders and entrepreneurs.
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