We can definitely state that consumer behavior is influenced by many factors. Age is one of the most significant and important demographic indicators, which are reflected in changes in consumer behavior, primarily in the growth and transformation of the needs of individualists. The primary foundation and purpose of the paper is to determine the influence and dependence of individual generational cohorts, respectively age, on the amount of money spent in the purchasing process, which will be enriched by a comparative analysis of the amount of money spent in retail and in the online space. Among the methods that we used in the article, we primarily include the graph analysis method supplemented by correlation analysis and linear regression. Primary data were obtained from a questionnaire survey of Slovak retail consumers. The last method used was the method of comparing results. We consider the model as a whole to be statistically significant in the case of Gen X, who makes purchases online, and the younger Gen Z in both variants of purchases (physical and online). The contribution is a suitable basis for further research.

DOI: https://doi.org/10.3846/bm.2023.949