Generational differences in values empirical research results based on different generational age classifications with different starting points

Abstract

AIM OF THE PAPER
Governments, companies and brands recognized that it is more difficult to engage new, younger generations than it was before with the older ones. Thus, the interest in generational research and the distinct behavior of generations have become to be in the focus for the market participants. The essential starting point of generations' examination is the classification based on age which have several aspects. There is uncertainty about barriers of different generations. There are several differences in the literature about the starting point of how to identify different generations. The aim of the article is to see if there are statistical differences concerning three different generations’ (classic, new and media generations) opinion and behavior in values.

METHODOLOGY
In this article, after a short theoretical introduction, results of a quantitative examination from 2013 is presented. The field research was conducted on a Hungarian national sample among 18-79 year olds. Analysis was performed by mathematical-statistical methods and data analytic software.

MOST IMPORTANT RESULTS
It can be stated that the classical generation division still shows relevant generational differences in a wide range of values, but based on the experience of our research, we recommend the use of a new generation division because it shows the most relevant and reliable differences and does not interfere with any significant constraints. According to the results media generations show stronger differences, but weak statistical relevance. In case of superior topics classic or new generational aspects can lead to reliable results.

RECOMMENDATIONS
There are differences in the application of the generational aspects. According to the recommendations of the article scholars will consider classic or new generational aspects as a starting point, but in case of business life media generations could be more preferred due to more complex and different consumer behavior, and they receive media support too.