Consumer preferences across generations in Russia.
https://doi.org/10.31660/1993-1824-2025-2-21-37
EDN: VGSNNU
Abstract
The paper discloses the content and basic ideas of the Generational Theory and examines the cultural and historical factors that influenced the socialization of Russians across various age groups. It provides a theoretical analysis of features consumer behavior studies related to goods and services. In addition, it highlights the preferences of distinct generations in Russia. The study reveals that these consumer preferences have qualitative differences. For instance: Baby Boomers prioritise product quality, positivity, and the opinions of trusted individuals; Generation X gives priority familiar brands, personalized discounts and bonuses, as well as eco-friendly and technologically advanced products; Generation Y (Millennials) seeks unique products alignment with new trends, and vibrant presentation. The Digital Generation (Gen Z and younger) values the convenience of online shopping, emotional connections, impactful impressions, and a "game-like" shopping experience. Understanding these generational preferences can assist marketers in expanding their customer base, enhancing consumer loyalty, and mitigating business risks for producers and retailers.
About the Author
N. I. Iogolevich
Industrial University of Tyumen
Russian Federation
Russian Federation
Natalia I. Iogolevich, Doctor of Psychology, Professor at the Department of Humanities and Technology
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Review
For citations:
Iogolevich N.I. Consumer preferences across generations in Russia. Proceedings of Higher Educational Institutions. Sociology. Economics. Politics. 2025;18(2):21-37. (In Russ.) https://doi.org/10.31660/1993-1824-2025-2-21-37. EDN: VGSNNU
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