Consumer Generations: Specifics, Traits and Trends

Abstract

Consumer behavior represents a complex process influenced by multiple factors, among which age plays a fundamental role. This paper aims to analyze how consumer behavior differs depending on age categories and how these differences influence purchasing decisions. The research is based on theoretical analysis of consumer behavior and generational segmentation. The results highlight that each age group has specific consumption patterns, motivations, and decision-making processes. Young consumers are more influenced by trends and digital environments, while mature consumers focus on utility and quality, and elderly consumers prioritize safety and trust. Understanding these differences is essential for developing effective marketing strategies adapted to each generation. CZU: 366.1; JEL: M31