Generation Differentiation of Shopping Behavior – FMCG Products: Evidence from an Emerging Market
Modern Marketing, Brand Perception and Consumer Insights: 38MKT 2021
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,…