Segmentation and Profiling of Infrastructure Millennial Workers in Shopping Goods Market in Region 12, Philippines

Abstract

Millennials are branded as the most powerful consumer segment. They can even spend their entire income to purchase goods or experiences. This changed when COVID-19 hammered the world. The enthusiastic shoppers became indifferent due to uncertainties. As consumers, including the most powerful consumer segment stopped behaving the way they used to, industries around the world continue to struggle, most especially non-essential retail sectors. This study aimed to provide retailers of shopping goods information about Millennials, their spending practices, the values they have, their attitude towards pandemic protocols, and their current lifestyle. Furthermore, as this group is highly heterogeneous, this study also provided retailers newly formed segments because of COVID-19. This study is a descriptive-correlational study. The data were gathered using a hybrid survey questionnaire distributed to infrastructure Millennial workers in Region 12. The main statistical tool used was hierarchical cluster analysis. The study concluded that there are three segments: The Balanced Workers, The Independent and Efficient Workers, and The Confident Workers. These segments have different characteristics in terms of spending, values, attitude, and lifestyles. It is recommended that shopping good retailers and marketing practitioners should adjust their marketing plans and strategies to address such changes in the buying behavior.