Much has been written about the need for multi-generational marketing and marketing strategies.  In addition, marketers have done extensive research on the characteristics and behaviors of different generational groups.  Little has been written on the actual shopping behavior of different generations relative to the recent trend toward Value Marketing.

The purpose of this paper is to take the actual shopping patterns of two generational groups – Baby Boomers and Millennials and compare their shopping behavior.  A literature review was conducted as well as a questionnaire developed, distributed and analyzed comparing these two groups.  This comparison can inform marketers and business strategist when making value propositions to Millennials and Baby Boomers.