CLA 2 Comprehensive Learning Assessment 2 – CLO 4, CLO 5, CLO 6

CLA-2 should be the continuation of your PA1, CLA1 and PA2.
Demographic variables are widely used by marketers to learn about their customers’ differences in
terms of age, income, gender, generations…etc. write a minimum of 7 pages APA formatted paper
discussing the differences between generation Y (Gen Y) and generation Z (Gen Z) in terms of
their shopping behavior, buying habits, and attitudes toward brands and companies.
Gen Y: Gen Y, or Millennials, were born between 1980 and 1994. They are currently between
25-39 years old.
● Gen Y.1 = 25-29 years old (31 million people in U.S. as of April, 2020)
● Gen Y.2 = 29-39 (42 million people in U.S. as of April, 2020 )
Gen Z: Gen Z is the newest generation to be named and were born between 1995 and 2015.
They are currently between 4-24 years old (nearly 74 million in the U.S.)
How would you use Hofstede Cultural Dimensions to learn about generation Y and Z in different
cultures?
Please make sure provide a brief comparison between Generational value to the Hofstede cultural
dimension

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