Consumer Behaviour and Generations in Switzerland

It has always been intriguing to find out more about consumer behaviour and what triggers and influences the purchases in the modern world. Is it related to the cultural differences, our family tradition or are we really influenced by the online advertising? The more we explore the topic the more we come to wonder whether tailored marketing will be welcomed by the general public across all generations. The assumptions often say that the Millenials will welcome such marketing technique whereas the Baby Boomers will become skeptical and protective of their private space. But are these assumptions supported by research? Does this apply to all countries? This study has been carried out in Switzerland and has brought surprisingly interesting results...