The Role of Generational Marketing in Effective Market Segmentation

Marketers strive to reach their target group of consumers. For this purpose, they use different segmentation criteria, which will allow to profile their target consumer most accurately. The article examines one of the most frequently applied criteria in practice, namely the demographic criteria of age. This criteria is presented through the prism of three interrelated factors that must be taken into account when applying it. The first is related to the age of the consumer or the cohort that people born in one year form. The second factor is the generation to which persons born in a given time interval belong. The third is the binding of the phase of the human life cycle in which each generation finds itself.