Impact of Inflation Expectations of Different Generations of Consumers on Saving Patterns and Strategies when Purchasing Everyday Goods

DOI: 10.33917/es-6.204.2025.84-89

The article identifies the peculiarities of forming inflation expectations and corresponding savings strategies when purchasing everyday goods among different generations of Russians. Generational differences in economic behaviour are studied through methods of comparative, correlation and cluster analysis, as well as by content analysis of qualitative data on the motivation of consumer choice. A clear differentiation of consumer adaptation strategies to inflation and transformation of retail channels under their influence are established. The author recommends segmenting price policies and strengthening personalization of marketing communications, taking into account generational differences in the perception of economic risks, and using adaptive mechanisms for managing inflation expectations based on the intergenerational transmission of consumer preferences to develop effective anti-inflation and marketing strategies.

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