UDC 339.138

SEGMENTATION OF CONSUMERS ON THE BASIS OF THE THEORY OF GENERATIONS

Ovsyannikova Ekaterina Sergeevna
South Ural State University (National Research University)
Student of the Marketing and Management Department

Abstract
In article features of approach to segmentation of consumers on the basis of the theory of generations are considered. Bases of the theory of generations, and also its development for the Russian conditions are stated. By the author it is shown that understanding of values, characteristic for separate generations, allows the companies to get advantages at interaction with clients. The perspective directions of application of the theory of generations in marketing are presented.

Keywords: analysis of consumers, generation values, segmentation


Article reference:
Segmentation of consumers on the basis of the theory of generations // Economics and innovations management. 2014. № 7 [Electronic journal]. URL: http://ekonomika.snauka.ru/en/2014/07/5575

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