Calculation of the differences of attitude and behavior of two generations with the Euclidian-metric

This paper presents the results of a research about the differences of behavior between two generations. Pairs of consumers consisting of a young consumer and one of his/her parents were questioned about different aspects of life. By applying the Euclidian Metric, the similarities and differences were determined for the examined issues. The results of the research show that for traditional product groups like medical services, education system, the consumers of the two generations have a similar behavior. For product groups related to the online environment such as social networks, mobile/smart phones, the consumers of the two generations show higher differences. Higher differences can be also observed for social groups, as the young generation has an inclination for doing spare time activities with their friends, such as going out, going on holiday. The results of the research have an impact on the way in which consumer’s reference groups are going to be used in marketing communication campaigns.