The modern world is characterized by high turbulence and consumer differentiation. A great contribution to the study of consumer differentiation is made by the generational theory. Within the framework of this study, an attempt to explain the features of consumer behavior in the catering services market from the perspective of the generational theory is made. The purpose of the study is to identify gaps in the behavior of consumers of representatives of Generations Y and Z in the catering services market. To achieve the goal of the study, the Sheth-Newman- Gross model of consumption values (functional, social, emotional, epistemic, and conditional) is used. The authors proposea list of indicators to characterize each type of values of catering services, which are evaluated based on two parameters –“importance” and “satisfaction”. The results show that Generation Z prefers virtual communications to verbal, does not like “intrusive” service, and quickly accepts any innovations. Representatives of Generation Y are more demanding and selective and appreciate comfort, as well as personal communication. The hypothesis of the study on the differences in the behavior of representatives of Generations Y and Z in the catering services market is fully confirmed. Further research directions will unfold along the path of deepening consumer differentiation within Generations Y and Z.
Volume 12 | 04-Special Issue
Pages: 1038-1044
DOI: 10.5373/JARDCS/V12SP4/20201577