Chapter 2: From age segmentation to segmenculture: introducing a new segmentation method based on the youth culture criterion
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Chapter 2 outlines the different definitions and conceptualization of the concept of youth culture by questioning the conventional segmentation of young people to propose a new method of youth segmentation: Segmenculture. I aim to identify the typologies of youth consumption culture that marketing and brand managers should take into account when segmenting the youth market. Thus, the reader will discover and learn about four major segmencultures, namely childescence, adonascence, adolescence, and adulescence. These segmencultures are discussed and defined in this chapter. They are also illustrated through different examples of brands.

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