Using the Results of the Study of Psychographic Types of Internet Users of Different Generations for Market Segmentation

Abstract

With ever-changing market trends and consumer behavior, adapting marketing strategies becomes crucial. The study, based on innovative methods, is aimed at studying the characteristics of two generations and identifying their psychographic types. In the course of the work, the methods of segmentation by psychographic types were used using the IVALS Methodology and the Theory of Generations, as well as the collection of primary data using an online questionnaire. As a result, the types in which representatives of two generations predominate were identified. The data obtained can be used to develop more effective marketing strategies in order to meet the needs of consumers. CZU: [658.8.012.12+658.8.013]:[658.89:004.738.5](478); JEL: M31, D12