An investigation into the Generation X sub-culture on three South African metropolitan areas: their values and attitudes woth regard! to work, family, and marketing.

Abstract

The term Generation X has generated a lot of interest and controversy around the world, particularly in America. Yet many people have been using the term without having a clear understanding of who Generation X is. Although there are numerous articles to be found on the American Generation X, very little research has been done in South Africa on this particular topic. The confusion that surrounds generational theory highlights the need for marketers to conduct more research on this particular area. The following study was conducted within the South African marketplace, in three major metropolitan areas, using quantitative research methods. The sample for the study consisted of three hundred respondents between the ages of 18 to 34. The respondents were selected using quota and judgement sampling. Respondents had to complete a five page questionnaire, with an interviewer present to aid in completion. The main objective of the research was to determine whether Generation X exists in South Africa, and if Generation X does exist, to what extent the South African Generation X differs from their American counterparts, in terms of their values and attitudes towards marketing, family and work.