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new Georgians comprise of people aged 20-34. Their number is 963 thousand. Army of
1618.8 thousand new Georgians is quite attractive market for business. Currently, the
people of this age are employed with the state structures, as well as in private sector.
Hence, new Georgians are the most high-income population.
We categorized people born from 1996 up to present as the digital generation. We have
divided this generation into two groups as well: 15-19 years old adolescents and 0-14 year
old preschool and school children. Digital generation is composed of the children and grand
children of the new Georgians. Most of them (15-19 years old adolescents are implied) have
no their own income. Nevertheless, the digital generation comprises quite active buyers’
market at their parents’ expense. New Georgians spent most of their incomes for
satisfaction of the requirements of digital generation. Therefore many businesses are
focused on the digital generation.
Conclusions
Certainly, our classification of generations has some weaknesses as in the marketing context
it is the first attempt of generations’ classification in Georgia. Further research will reveal
the advantages and disadvantages of the classification suggested and will help us to improve
it. We regard that the fact that we have set the issue of use of generations’ marketing is of
significance. In our opinion, identification of the generations’ requirements and its due
consideration would significantly improve operation characteristics of the country’s
businesses.
References:
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Tbilisi. Retrieved from:
http://www.geostat.ge/cms/site_images/_files/georgian/population/demgrafiuli%20krebuli%202014.
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Geostat (2014b). Statistical Yearbook of Georgia 2014. Retrieved from:
www.geostat.ge/cms/site_images/_files/yearbook/Yearbook_2014.pdf
Marketing (2011). The theory of generation. Retrieved from www.marketing.spb.ru/libaround/socio/generation.htm
ME&S (2015). Employment and unemployment. Ministry of Economics and Sustainable Development of
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Shamis, E., & Antipov, A. (2007). The theory of generation. Reftrieved from: http://old.executive.ru/publications/specialization/newfolder8086/article_5457/
William J. S. (2004). Generations X,Y, Z and the Others - Cont'd. Retrieved from
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