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: https://ekonomika.snauka.ru/en/2014/07/5575

View this article in Russian

Sorry, this article is only available in Русский.



All articles of author «Асташова Юлия Владимировна»


© If you have found a violation of copyrights please notify us immediately by e-mail or feedback form.

Contact author (comments/reviews)

Write comment

You must authorise to write a comment.

Если Вы еще не зарегистрированы на сайте, то Вам необходимо зарегистрироваться: