Comparison of Perception of Personalized Brand Communication Channels by Different Age Groups

The final qualification work is devoted to revealing the perception of various channels of personalized communications by three age groups (generations). The main objective of the study is to understand which of the channels of personalized communications are most relevant for generations X, Y and Z, and what factors have an impact on this. This work carries a recommendatory character for Russian brands that are interested in building effective communication with consumers. The method of this study is an online survey, since it allowed to collect the widest possible range of opinions among respondents of three generations. With the help of it, it was possible to understand which channels cause irritation and which, on the contrary, a positive reaction, as well as consider certain communication factors that may have an effect on this. This study consists of three chapters: in the first chapter, an instrument such as personalization and personalized communication channels are considered, in the second - the theory of generations of foreign and Russian adaptation, in the third - analysis of the results and conclusions of the study.