Teaching Cohort Analysis: An Important Marketing Management Tool

Abstract

Cohort analysis has become a rich and proven market segmentation tool but is primarily absent in Consumer Behavior textbooks and probably in most consumer behavior curriculums. Marketers, among other professions, have found that cohort analysis facilitates effective planning of marketing activities. This article describes a proven cohort analysis experiential activity used in a consumer behavior class. The activity is described in step-by-step detail with class discussion procedures so instructors can use the procedure in their classes. In addition, the actual handout explaining the activity and results from the activity is shown.