Karine Oganisjana, Konstantins Kozlovskis, Ieva Andersone

Proceedings of the 26th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2022, Vol. I, pp. 115-120 (2022); https://doi.org/10.54808/WMSCI2022.01.115

Karine Oganisjana
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Konstantins Kozlovskis
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Ieva Andersone
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Cite this paper as:
Oganisjana, K., Kozlovskis, K., Andersone, I. (2022). The Impact of the COVID-19 Pandemic on Purchasing Priorities of Generation X and Y Consumers. In N. Callaos, N. Lace, B. Sánchez, M. Savoie (Eds.), Proceedings of the 26th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2022, Vol. I, pp. 115-120. International Institute of Informatics and Cybernetics. https://doi.org/10.54808/WMSCI2022.01.115

This paper presents the second part of the research conducted at Riga Technical University aimed to explore the impact of the COVID-19 pandemic on Generation X (Gen X) and Generation Y (Gen Y) consumer behavior and purchasing priorities. While the changes in consumer behavior have already been analyzed and published earlier [1], the changes in purchasing priorities which might have caused changes in consumer behavior, are going to be studied in this work. The choice of these two generations is not made randomly; on the contrary, it was an intentional selection among other consumers, as they make a very active and prominent part of buyers all over the world. The research methods used are comparative descriptive analysis, Chi-square test and qualitative content analysis of data collected in an electronic survey of respondents from Asia, Europe, and America. The findings show that statistically significant differences between the changes in purchasing priorities of both generations are found for: meat and dairy products, fruit & vegetables, non-alcoholic and alcoholic drinks, clothes & shoes, body care & cosmetics, entertainment (pay TV services, computer games, etc.) and transport. Altogether, purchasing priorities of Gen X consumers were impacted by the COVID-19 pandemic less than Gen Y consumers.