4IpaUJbnm

Table 1. Generations of Georgian population in the marketing context.
Generation Year of birth Age Number of people as
of 1 January 2014*
Confused 1925-1954 61-90 758,6
Disappointed 1955-1970 45-60 753,3
New Georgians
1971-1984 31-44 964,1
1985-1995 20-30 654,7
Digital generation
1996-2000 15-19 361,0
2001 and later 0-14 943,5
Sources: 1.(Geostat, 2014a); 2.(Geostat, 2014b).
Absolute majority of people of the confused generation are the pensioners, with the
exception of 61-64 years old males. Most of them have no any permanent employment or
they are self-employed. According to the Table 1, these are 758.6 thousand people and they
do not comprise significant segment for the business. Though, there are certain exclusions.
For example, in the business of pharmaceuticals this is quite significant segment. The
confused generation includes the representatives of classical silent generation and babyboomers.
Reason of this is reduction of employment and purchasing power of Georgian
population. Though we called them confused generation due to their unawareness in the
substance of the private property-based economy. Such unawareness caused in many of
them the nostalgia for the good old days.
We called the generation of 45-60 years old people the disappointed generation. Most of
them are self-employed. According to the data of the Ministry of Economics and Sustainable
development, 1712.1 thousand people were employed in 2013. Of them, 658.2 thousand
people were hired and 1043.8 thousand people were self-employed. The sphere of
employment of 10 thousand people was unclear (ME&S, 2015).
Self-employment rate is much higher in rural areas, compared with the cities. E.g. in 2013,
number of the self-employed was 853.9 thousand people in rural areas while in urban areas
their number was 190 thousand (ME&S, 2015).
In that year 658.2 thousand people were hired. Share of the hired urban population is 66.3%
(436.1 thousand), while rural population share was 33.7% (222.1 thousand). It should be
noted that to certain extent, self-employment is not regarded as actual employment for the
most part of population. This can be explained by the influence of life in the Soviet Union. In
the USSR the absolute majority of people were employed with the state entities and
currently this opportunity is minimal. In addition, private business is not developed so that
to provide employment to all desiring. Therefore, quite significant part of people is
disappointed and feels some qualms about future.
The following generation in our classification includes the new Georgians. These are the
people born in 1971-1995. Thus, New Georgians include the representatives of generation X
(people born in 1971-1981) and generation Y (people born in 1982-1995).
We divide the new Georgians into two parts. First of them includes people of 35-44 years
old. Their number in the country was 655.8 thousand people as of 2014. The other part of
184