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Academo (Asunción)

On-line version ISSN 2414-8938


CONTRERAS LEVANO, María Alejandra del Carmen  and  VARGAS MERINO, Jorge Alberto. Conceptualization and characterization of consumer behavior. An analytical generational perspective. Acad. (Asunción) [online]. 2021, vol.8, n.1, pp.15-28. ISSN 2414-8938.

Generational analysis plays a transcendental role in consumer behavior because it helps to segment and analyze the purchase decision; and also, the understanding of each generation under the current perspective becomes strategic for any organization since lifestyles have undoubtedly been affected and will continue to evolve towards new dynamics that are of general interest. A systematic review of the scientific literature was conducted, contemplating quantitative and qualitative empirical scientific articles, in addition to other bibliographic reviews in the following databases: Ebsco, Dialnet, Redalyc, SciELO and Scopus, specifically between the years 2015 and 2020; although some from other years were added to highlight the evolution of the variable. Fifty-five articles prioritized by language, Spanish, English and Portuguese, quartiles, linkage with each subtopic addressed and quality of the information cited and referenced were systematized. There is a clear association of consumer behavior with generations, which allows us to have a better interpretation of their actions, to understand their preferences and purchase motives, and thus to use a more effective segmentation strategy. A multivariate study is recommended to evaluate the impact of consumer behavior according to generations.

Keywords : Consumer´s behavior; generations; silent generation; Z generation.

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