The article is devoted to marketing decision making by different generations. Author have analysed generations, its different formulations in the world and Latvia. Author described generations of Latvian consumers, analysing statistical data and research results of advertising agency DDB Latvia and Gfk. The Development of Generations has significantly influenced the consumption, consumer behavior, buying process. Very special role in the article is devoted to the generations what will help companies and individuals to work more efficiency in distribution of goods and services in the market. Relevant information about the consumer obtained in a timely manner enables an enterprise to plan their work on the market more successfully