Фрагменти от възрастовите различия на поколенията върху потребителското поведение
Fragments from the age differences of the generations on the consumer behaviour

Author(s): Borislav Atanasov
Subject(s): Economy, Business Economy / Management, Socio-Economic Research
Published by: Нов български университет
Keywords: generations; consumers; age; trade
Summary/Abstract: As a part of general human behaviour, the consumer behavior is directed to the processes of demand, purchasing and gaining benefits from the acquired goods and services. A multitude of factors are involved in the purchase process. The demographic variables (sex, age, way of living and social status) are one of the starting points influencing on the consumer behavior. In the report, based on the data of the National Statistical Institute of Bulgaria about the number of the population of Bulgaria, the changes in the demographic structure of the particular groups ofconsumers (the generations Baby Boomers, X, Y, Z and Alpha) are brough out. The inferred trends help the trade and marketing managers in taking of strategic decisions about the choice of communication channel and sale of the different generations of consumers.

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