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What is meant by youth culture:

As per youth culture can be defined as young adults (a generational unit) considered as a cultural class or subculture. Today this can be said of those who belong to Generation Y. According to Cui, Trent, Sullivan and Matiru (2003), Gen Y, children born to baby-boomers, is widely considered to be the next big generation. Businesses are therefore struggling to find ways to capture a piece of this market. So in practice, generation Y is generally defined as the 71 million individuals born between 1977 and 1994 (Nayyar, 2001; Paul, 2001). While currently somewhat smaller than its predecessor generation, the baby-boomers (estimated at 78 million), Generation Y is the emerging generation with powerful aggregate spending.

Defining ‘youth market’ through segmentation variables:

Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively......

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Approximate Word Count: 1029
Approximate Pages: 5 (250 words per double-spaced page)

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