CO NSUMERS’ AGE AND WORD OF MOUTH

Sa？etak Turbulent marketing environment, where the consumers’ economic and social roles in general are transforming, has caused businesses to accept the fact that consumer choice and decision making comprise a single social process, which does not depend only on the impact of companies’ marketing mix elements on the consumers, but that this complex process is most determined by individual or group-based interactions and relationships between the consumers themselves through word-of-mouth communication. Consumer behaviour at the market is determined by many factors, and is therefore characterized as very complex and difficult to predict. Consumers’ age is one amongst many important factors that marketing theory and practice research on a daily basis. This paper attempts to address the impact of consumers’ age on creation and diffusion of word of mouth resulting in purchase decision, and tries to point out some directions of thinking and future research, based on the experience from the Republic of Serbia