GENERATIONAL DIFFERENCES IN PURCHASING DECISION MAKING PROCESS: STUDY OF BUYING CELL PHONE IN TEHRAN (original) (raw)
The purpose of this study is to find out differences and similarities among different age groups of consumers in Tehran, the capital city of Iran, where is a home to about 17% of Iran's population. As several categorizations of consumers exist, in this research we focus on age, as an important element of demographic variables among customers, which is the basis of multi- generational marketing. Multi-generational marketing is the way to answer unique needs of individuals of each specific generation, with a generation being a group of people born at the same time/period and share common experiences, beliefs and memories. To conduct the research we segmented the market into three age cohorts and called them generation "C" (people less than 25 years old), generation "B" (people between 26-51 years old) and generation "A" (people older than 52 years old). To the best of authors' knowledge, this is the very first attempt in a generation based study in field of purchasing decision making.
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