Abstract:

The current study uses Generational Cohort Theory as a framework to examine the FMCG products shopping behavior among Generation X and Generation Y in an emerging market. Specifically, exploring the variables of type of store used for shopping, online vs. offline shopping, frequency of shopping, the influence of advertising and attitudes towards sales promotions relative to generational profiles of their shopping behavior. Data were collected via a survey of 510 Xers and 710 Millennials. The results show there are aspects where the behaviors between the two generational cohorts are similar, but there are many significant differences regarding the shopping behavior among consumers belonging to Generations X and Y. The paper is useful for a better understanding of the generational theory in an emerging market, while from the managerial perspective the results have practical applicability and could be considered tips for traders.