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Identifying Generational Cohorts in Sarawak: A Comparison between Three Ethnic Groups
Abstract and Figures
Studies have shown the value of utilizing generational cohort in business and understanding
human behavior due to the permanent effect of cataclysmic events on individuals during the
formative years. This paper serves as a groundwork, aiming to identify the major events
recalled by the three main ethnic groups in the state – the Ibans, the Chinese and the Malays
so as to identify the cohorts by using theories of generations. Qualitative approach by means
of in-depth interview was adopted, and purposive sampling method was used to ensure
information-richness. Consequently, 41 respondents comprising 15 Ibans, 14 Chinese and 12
Malays from different age-groups and areas were interviewed. The data were subsequently
analyzed using content analysis. Accordingly little difference was found between the three
ethnic groups over what events were impactful; instead five cohorts based on the occurrence
of the events were identified. The results show that the people in the same cohorts, regardless
of their ethnicity and the impact of culture, tend to recall the same defining events that
happened especially during the late adolescent and early adulthood years. This validates past
studies’ proposition that personal engagement with external events in the formative years
forces a more enduring effect on them and contributes to the formation of cohorts. This
underpins the basis for subsequent analyses to assess the characteristics and use of
generational cohorts in the state, and to investigate the cohorts inMalaysia.
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... In Malaysia, the study of generational cohorts had been lacking until a pioneering study was carried out in 2012 by Ting & de Run (Ting, Lim, de Run, Koh, & Sahdan, 2018). This study was limited to one state in Malaysia and five main generational cohorts were identified, namely, Battling-lifers, Idealistic-strugglers, Social-strivers, Prospective-pursuers and Neotericinheritors (Ting et al., 2018;Ting, Run, & Fam, 2012). In contrast to this study, Tung & Comeau (2014) identified four types of the cohort in Malaysia namely, The seekers, The builders, The developers and Generation Z. ...
... As mentioned earlier, the Malaysian generational cohorts differ from other generational cohort studies which usually refer to the United States. It is important to note that the pioneering study of Malaysian generations was carried out by Ting et al. (2012) and this study was limited to one state in Malaysia (Ting et al., 2018). Findings from the study confirmed that Sarawak cohorts differed from the United States cohorts due to different major social events experienced and recalled by every age group (Ting et al., 2012). ...
... It is important to note that the pioneering study of Malaysian generations was carried out by Ting et al. (2012) and this study was limited to one state in Malaysia (Ting et al., 2018). Findings from the study confirmed that Sarawak cohorts differed from the United States cohorts due to different major social events experienced and recalled by every age group (Ting et al., 2012). As a result, five cohorts have been listed in Sarawak, namely, Battling-lifers, Idealistic-strugglers, Social-strivers, Prospective-pursuers and Neoteric-inheritors. ...
As a result of the COVID-19 outbreak, the Malaysian economy has suffered considerably. With the closure of international borders to travellers and the implementation of restricted travel movement, the tourism industry has been one economic sector heavily affected. To encourage a rebound in the tourism industry the Malaysian government has taken steps to focus on the domestic tourism market. Since the domestic tourism market involves quite a diverse range of segments, an understanding of the generational cohort in tourist behaviour is crucial to facilitate the effective prediction of tourism trends. This paper attempts to review and analyses the generational shifts in Malaysian travel characteristics between four cohorts, namely, baby boomers, generation X, millennials and generation Z that have been discussed in the literature. First, the travel characteristics of each cohort were identified, and comparisons were made between the cohorts. As a result of a literature review, findings indicate that each cohort has distinctive characteristics that differentiate them from their older counterparts and these characteristics lead to a diverse demand for tourism products and services. Therefore, it is important for tourism stakeholders to better understand the travel characteristics of their target customers based on generational cohort before preparing the right packages, products and services that match and fulfil their customers’ needs and preferences.
... As such, future studies can utilize advanced statistical analysis to investigate the causal relationship among the factors elicited in qualitative stage. Psychographic factors such as generation, culture and personal values can also be looked into to assess the implications of COs' behaviours on level of stress and job satisfaction (Ting and De Run, 2012;Ting et al., 2015). It is hoped that such continual effort would not only extend knowledge on the subject matter, but more importantly improve the welfare of the COs for the betterment of the organizations and the economy. ...
The study aims to identify the level of stress and job satisfaction among call operators (COs) in Malaysia. It also explores COs views on the factors affecting their stress level and job satisfaction. This research is based on a case study of a telecommunication contact centre. A mixed-methods design was employed whereby a survey questionnaire was completed by 113 COs, and two in-depth interviews were conducted. The results indicate the reasons and potential outcomes of high level stress and low job satisfaction among COs. Stressful working environment, poor supervisory support, and heavy workload are found to be key factors affecting COs high level of stress and low job satisfaction. As such the study provides valuable insights to researchers and practitioners.
... This phenomenon is believed to have increased worldwide exchanges of information, including national and cultural resources (Al-Rodhan, 2006), thus intensifying human reliance and conformity. Despite having marketing-related studies which use ethnic groups in Sarawak as understudied samples (De Run, 2007;Ting & De Run, 2012b;Ting, et al., 2012), little is known about the implication of culture on attitude of the present young adults towards advertising. Moreover, studies on advertising attitude of Malaysian young adults represented by university students are still found wanting when compared to the West (Munusamy & Wong, 2007;Ramaprasad, 1994), and they do not necessarily show consistent results (De Run & Ting, 2013;Kwek, et al., 2010;Ramaprasad, 1994;Rashid & Sidin, 1987). ...
The purpose of this study is to determine the attitude of young adults towards advertising from the perspective of ethnicity. Specifically, it seeks to find out how young adults from the Iban, Chinese and Malay communities perceive advertising so as to understand the implication of ethnicity and culture on the subject matter. A seven-factor belief model is adopted to decompose the theory of reasoned action. As such, it provides theoretical basis to explain similarities and differences of beliefs and attitude towards advertising across the three ethnic groups. Given its quantitative stance, a questionnaire-based survey was administered at universities. 316 out of 400 copies were then collected for analyses. The findings show that despite cultural differences embedded in ethnicity, beliefs and attitude of the three ethnic groups towards advertising are found largely to be similar. They can only be set apart by the effect of beliefs on the formation of attitude towards advertising. Implications and future studies are provided.
... This phenomenon is believed to have increased worldwide exchanges of national and cultural resources (AlRodhan, 2006), thus intensifying human interaction and conformity. Despite having marketing-related studies using ethnic groups in Sarawak as understudied samples (De Run, 2007;Ting & De Run, 2012b;Ting, et al., 2012), little is known about the influence of culture on attitude of young adults towards advertising. Moreover studies on attitude towards advertising of Malaysian young adults represented by university students are still limited (Munusamy & Wong, 2007;Ramaprasad, 1994), and they do not show consistent results (De Run & Ting, 2013;Kwek, et al., 2010;Ramaprasad, 1994;Rashid & Sidin, 1987). ...
The aim of this study is determine attitude of young consumers towards advertising by ethnicity. Specifically, it seeks to understand how the young adults from the Iban, Chinese and Malay communities perceive advertising. A seven-factor belief model was adopted to decompose the theory of reasoned action in order to provide theoretical basis to examine whether there is any difference in beliefs and attitude towards advertising between the three ethnic groups. A quantitative approach via questionnaire-based survey was administered at universities. As a result, 316 out of 400 copies were collected for analyses. The finding show that despite cultural differences embedded in ethnic groups, the beliefs and attitude of the three ethnic groups towards advertising are largely found to be not significantly different. They can only be differentiated with the effect of beliefs on the formation of attitude towards advertising. Implications and future studies are provided.
Identiti bahasa Melayu sebagai wadah pengucapan Islam memperoleh Sibghatullah (pewarnaan Ilahi) setelah beratus-ratus tahun menjadi wacana penterjemahan dan penafsiran al-Qur’an, Hadith, ulasan tentang epistemologi, ontologi, perundangan Islam dan sebagainya. Dalam artikel ini proses islamisasi umat Melayu dan bahasa Melayu diulaskan berdasarkan teori Syed M. Naquib al-Attas (1969) yang telah menyerapkan dua elemen, iaitu (a) unsur pemikiran rasional dan waras yang berbentuk akliah, logikal dan rasional, dan (b) mentranformasikan bahasa Melayu kepada bahasa Islam yang terserap dengan kosa kata Islam sebagai wadah pengungkapan dan penyebaran ilmu Islam dalam pelbagai genre persuratan. Namun, penaklukan kuasa penjajahan barat ke atas umat Melayu mendatangkan impak yang besar melalui proses sekularisasi ilmu, bahasa dan pemikirannya. Ilmu dari sudut pandangan kajian saintifik Barat yang bersifat sekular kini mendominasi dunia akademia secara berleluasa. Ilmu duniawi, iaitu ilmu sains dan teknologi dianggap sebagai ilmu yang terpenting dan paling berguna. Manakala, ilmu agama Islam yang dianggap sebagai ilmu ukhrawi semata-mata, tidak dianggap penting untuk membangunkan kehidupan di dunia ini. Artikel ini akan membahaskan bahawasanya dari sudut pandangan Islam, ilmu sekular barat telah menimbulkan kekeliruan tentang konsep fakta, data, ilmu dan sebagainya. Artikel ini juga akan menelusuri konsep dan definisi fakta, dan dan ilmu dari sudut pandangan Islam.
Objective – This study aims to investigate the attitude of Malaysian young adults towards advertising. How this segment responds to advertising, and how ethnic/cultural differences moderate are assessed.
Design/methodology/approach – A quantitative questionnaire is used to collect data at two universities. Purposive sampling technique is adopted to ensure the sample represents the actual population. Structural equation modelling (SEM) and multi-group analysis (MGA) are utilized in analysis.
Findings – The findings show that product information, hedonism, and good for economy are significant predictors of attitude towards advertising among young adults. Additionally, falsity is found to be significant among the Chinese, while social role and materialism among the Dayaks. No difference is observed in the effect of attitude on intention towards advertising by ethnicity. While homogeneity in advertising beliefs is assumed across ethnic groups, the Chinese and Dayak young adults are different in some of their advertising beliefs.
Practical implications – Despite cultural effect being well-documented, young adults today seem to have similar beliefs and attitude towards advertising. Knowing what is shared and what is not for this segment
is essential. Hence, it is imperative to keep track of their values in diversified communities to ensure effective communication process in advertising.
A national sample of adult Americans was asked to report "the national or world events or changes over the past 50 years" that seemed to them especially important, and then to explain the reasons for their choices. The resulting data are used both quantitatively and qualitatively to explore hypotheses related to generational effects, life course, and collective memory. Broadly speaking, different cohorts recall different events or changes, and these memories come especially from adolescence and early adulthood. The reasons for mentioning various events and changes also differ across cohorts in ways that indicate that generational effects are the result of the intersection of personal and national history.
Marketing Research, 4/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This new edition was written to meet the needs of students through additional coverage of qualitative methods, emphasis on applied research projects as well as cases studies or exercises at the end of the chapters. The text is concise, highly readable and value-priced, yet it delivers the basic knowledge needed for an introductory text. The authors provide the student with an exciting, up-to-date text and an extensive supplement package.
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New data pertaining to tastes for popular culture support and extend the previous finding that consumers tend to form enduring preferences during a sensitive period in their lives. A psychographic measure of the consumer's attitude toward the past is shown to moderate this tendency, and differences between male and female respondents suggest that the experience of strong positive feelings plays a causal role. These findings can guide the marketer in designing aesthetic aspects of products or promotional stimuli and may increase the practicality of using cohort analysis for predictions of consumer demand.