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and playwright (Marketing, 2011). According to their theory the following can be
distinguished:
G.I. generation – people born in 1901-1924;
Silent generation – people born in 1925-1942;
Baby-boomers – 1943-1960;
Generation X – 1961-1981;
Generation Y – 1981-2000;
Generation Z – people born in 2001 and later.
In the scientific literature the methodology of dividing population into generations in slightly
different (Marketing, 2014, William J., 2004, Shamis E., 2007), but the length of time
between generations is about 20 years (Marketing, 2011). It is the very length of time when
representatives of the same generation are born.
The largest age group in the USA consists of X and Y generations. They play significant role
with their purchasing power, in business development. Therefore, the market researchers
regard that study of their requirements is of great significance.
Generational theory is applicable in all countries, while, in our opinion, due to economic and
political differences, it shows up in different ways. It is clear that in one and the same
generation, differentiated on the grounds of age, the systems of values are similar in
different countries, especially now, in the age of globalization. Practice shows that the
representatives of one generation of different countries have more similar systems of values
than different generations of one and the same country.
Based on the generational theory and the studies of the changes in Georgian economy and
in the population’s psychology, we attempted to break down Georgian population into the
generations, in the marketing context. In identifying of the generations we relied upon not
only age indicators but also changes in employment, incomes and psychology of Georgian
population after gaining of independence. Therefore, our classification of Georgian
population into the generations was different from the classical theory to certain extent.
The silent generation, according to the classical break-down, includes people born in 1925-
1942, i.e. those who are 70-90 years old. We have not divided this generation. We regard
that irrespective of age differences, they, with respect of employment, incomes, attitude
towards the economy based on private property, mostly are similar to the people of 61-72
age group (those born in 1943-1954).. Therefore, we have unified people born in the
periods 1925-1942 and 1943-1954 into single generation and we called them the confused
generation. Absolute majority of the people in this generation, in our opinion, cannot
properly understand the substance of the private property based economy.
According to our approach, the list of the generations for Georgia is as follows
(Mghebrishvili B., 2013, May):
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