Generational Shifts In Preferences: Study How Preferences Differ Among Generations (Gen Z, Millennials, Baby Boomers, Etc.) And Their Impact On The Marketing Strategies.

Abstract

This research paper explores the intricate landscape of generational shifts in consumer behaviour, focusing on the United States and India. Through a multifaceted approach combining historical analysis, psychological insights, and contemporary case studies, the study unveils the complex interplay between generational cohorts and their unique purchasing patterns. The research delves into the distinct characteristics of Baby Boomers, Generation X, Millennials, and Generation Z, examining how historical events, technological advancements, and socio-economic factors shape their consumer preferences. By analysing real-world examples from companies like Pluckk and Mapro, the study demonstrates the practical application of generational marketing strategies. The findings reveal that while generational cohorts share common traits, individual consumer behaviour is significantly influenced by factors such as location, culture, and socio-economic status. This research provides valuable insights for businesses seeking to navigate the complex terrain of multi-generational marketing, offering a framework for developing targeted strategies that resonate across diverse age groups. The study concludes by highlighting the need for adaptive marketing approaches and suggests future research directions in light of rapidly evolving global and technological landscapes.