1.
Do you agree that cohort segmentation is effective in developing communications for various
consumer groups? Explain why or why not.
Solution
Cohort segmentation is also called segmentation according to generation.  It also refers to
segmentation of the market based on identical generations. The cohorts have very many things in
common they share the same likes and dislikes and also enjoy consumption of the same products.
Hence communication has to be directed at cohorts in identical manner different generations
should be addressed differently.  The same cultural communication should be addressed to
the same generation because this will have the most pertinent effect if addressed correctly.
Different consumer groups react to communications differently. Hence marketers who segment
the market based on cohorts should focus the communication on culture economic and political
influences that form the cohort. Unless marketers understand that developing communication for
different cohort groups is much needed to focus on consumer preferences and tastes. Every
cohort has a different dimension and would end up buying only those products that are directed
towards them.