Abstract
Consumer behavior is one of the most important economic issues and is constantly in the focus of attention of researchers. In the current period of development of society, when large-scale digitalization processes are taking place and the transition to various economic transactions and transactions in the digital environment is underway, consumer behavior is also undergoing changes, and there is a need to study what influences and what changes consumer behavior is undergoing. This article discusses the analysis of consumer behavior in the digital environment, and with the help of research conducted as part of a focus group of surveys, we tried to understand which behavior is most demonstrated by consumers representing different generations, and what, in particular, they are guided by when making decisions.
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