The Role of Food Product Features in the Purchase Process by Consumer Generation X and Y

Abstract

This paper attempts to identify and analyze the importance of product characteristics that affect consumer choices in the food market. The main purpose of the study is to present and evaluate the differences in buyer behavior between X and Y generation groups. The analytical part is based on the results of a survey conducted in 2016 on purchasing behavior in the food market. Research shows that the age of buyers differentiates their behavior in the purchase of food products. Young and elders’ buyers differ in their priorities, preferences, decision-making process and style of communication. They differently are planning shopping, searching the offer and evaluating the products, and different sets of factors affect their final choices.