Klaipėdos universitetas

The article is devoted to marketing decision making by different generations. Author have analysed generations, its different formulationsin the world and Latvia. Author described generations of Latvian consumers, analysing statistical data and research results ofadvertising agency DDB Latvia and Gfk. The Development of Generations has significantly influenced the consumption, consumerbehavior, buying process. Very special role in the article is devoted to the generations what will help companies and individuals towork more efficiency in distribution of goods and services in the market. Relevant information about the consumer obtained in atimely manner enables an enterprise to plan their work on the market more successfully.

In the course of transition to market economy, political and economical structures of Lithuanian society changed generally. Many people lost financial capital, social positions and even cultural categories necessary for the orientation in society. In the course of this fundamental transformation the necessity to negotiate new cultural categories became obvious. In the context of these redefinition processes, consumption and consumer goods constituted important means for the creation of new social differences and their symbolic representations. What visions and images of a ‘good life’, of ‘wealth’ and ‘success’ exist in to-day’s Lithuania? How are consumption-oriented patterns of behaviour provided with symbolic meaning? How are identities constructed and represented through ways and objects of consumption as well as particular lifestyles? Research on these questions may contribute to an understanding about processes of cultural redefinition and differentiation in a specific Lithuanian social context and, starting out from this understanding, it allows making plausible interferences about broader social relations and local visions related to global change.