Consumer Behaviour in Different Generations. Online Marketing versus Traditional Marketing

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Exploring generational differences in consumer behavior, this thesis argues that understanding these distinctions is crucial for effective marketing strategies. It highlights the importance of balancing online and traditional marketing approaches, emphasizing that each generation has unique preferences and values. The research investigates how different age groups search for products and the marketing tools that resonate with them. Additionally, it examines the influence of social media on consumer behavior, particularly regarding older generations, providing insights into effective communication channels for various demographics.