The Theory of Generations in Marketing Strategies: Understanding the Consumer Through the Prism of Age Groups
Year: 2024
Type: article
Abstract: The article focuses on studying marketing strategies based on generational theory, which enables the adaptation of communication approaches according to the specific characteristics of consumer behavior in different age groups. The main traits of each generation, along with their preferences, values, psychological triggers, and marketing factors influencing consumer decisions, are analyzed. Special attention is given to marketing strategies that facilitate effective engagement with each group, as well as to tools such as content adaptation, social media, and personalized communications that help build long-term brand loyalty. The study also explores the impact of the digital environment on shaping consumer trends among younger generations and provides recommendations for adapting marketing campaigns for different segments.
Authors: Tetiana Sak, Solomiia Petruk
Institution: Lesya Ukrainka Volyn National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4406734736