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Calculation of the differences of attitude and behavior of two generations with the Euclidian-metric

Author

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  • Serban Daniela

    (The Bucharest University of Economic Studies, Bucharest, Romania)

  • Pelau Corina

    (The Bucharest University of Economic Studies, Bucharest, Romania)

  • Chinie Alexandra Catalina

    (The Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

This paper presents the results of a research about the differences of behavior between two generations. Pairs of consumers consisting of a young consumer and one of his/her parents were questioned about different aspects of life. By applying the Euclidian Metric, the similarities and differences were determined for the examined issues. The results of the research show that for traditional product groups like medical services, education system, the consumers of the two generations have a similar behavior. For product groups related to the online environment such as social networks, mobile/smart phones, the consumers of the two generations show higher differences. Higher differences can be also observed for social groups, as the young generation has an inclination for doing spare time activities with their friends, such as going out, going on holiday. The results of the research have an impact on the way in which consumer’s reference groups are going to be used in marketing communication campaigns.

Suggested Citation

  • Serban Daniela & Pelau Corina & Chinie Alexandra Catalina, 2017. "Calculation of the differences of attitude and behavior of two generations with the Euclidian-metric," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 11(1), pages 241-247, July.
    • Handle: RePEc:vrs:poicbe:v:11:y:2017:i:1:p:241-247:n:25
    DOI: 10.1515/picbe-2017-0025
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    References listed on IDEAS

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    1. Childers, Terry L & Rao, Akshay R, 1992. "The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(2), pages 198-211, September.
    2. Noble, Stephanie M. & Haytko, Diana L. & Phillips, Joanna, 2009. "What drives college-age Generation Y consumers?," Journal of Business Research, Elsevier, vol. 62(6), pages 617-628, June.
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    Cited by:

    1. Ciprian-Constantin Pătrăuceanu & Oleg Petelca, 2021. "Entrepreneurship In The Industry Of Tourism," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 130-135, July.
    2. Pelau Corina & Chinie Alexandra Catalina, 2018. "Clusters of Tourism Consumers in Romania," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 28(1), pages 17-34, March.

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