Market Segmentation

Citation

Kim S (2025) Market Segmentation. In: Hong HJ & Kim S (eds.) Exploring Esports. London: Routledge, pp. 179-198. https://doi.org/10.4324/9781032665504-12

Abstract
This chapter provides an in-depth exploration of generational marketing, with a focus on how generational cohorts often develop distinct values and behaviours. It opens by examining two foundational frameworks: generational theory and generational cohort theory. By comparing these perspectives, the chapter highlights how both theories stress the importance of shared historical contexts, yet differ in their level of specificity. The chapter then turns to segmentation, showing how marketers can use these theoretical insights to identify clusters of consumers who share similar motivations or attitudes. One illustrative example comes from “silver marketing” strategies, where Lenovo challenges the assumption that gaming is only for young audiences by collaborating with teams whose members are in their 60s or older. Beyond age-centric considerations, the chapter also addresses the importance of demographics like gender in shaping esports participation. Women in esports are often subject to different cultural and social expectations, revealing that multiple factors – not just generational identity – can influence engagement. Overall, the chapter highlights how generational research, combined with awareness of other demographic dimensions (e.g., young women fans), offers a powerful lens for understanding consumer behaviour in esports and beyond.