MODEL OF GENERATIONS' VARIATION IN CONSUMER BEHAVIOR AND ITS EXPLANATION WITH THE EMPHASIS ON THE MARKETING MIX(Case study: Clothing Brand)

Clothing brand relies more on marketing for sales in comparison with other brands and today's consumers are more influenced by clothing brand values. Therefore, marketing professionals in this industry struggle to describe the right image (Gazzola et al., 2020, p. 3). It should be mentioned that customers' attitudes toward the marketing mix (price, product, distribution, and promotion) are different in their behavior and styles of buying clothes. In addition, it can be said that clothing is one of the most important non-verbal signs affecting the interactions between buyer and seller, which creates dignity for the working person and his job (Morris et al., 2021, p. 259). It is interesting to know how each generation has a different attitude towards the marketing mix. Marketers often segment consumers by age. The basic point is that people of the same age have similar life experiences and therefore share many common norms, political, historical and economic environment regardless of country (Hoyer & Maclnnis, 2007, p. 124). In this regard, the main purpose of this study is to identify generations regarding consumer behavior and explain it with the emphasis on the marketing mix.