The article is devoted to consumption by different generations. Authors have analyzed the definition of consumer behavior, its different formulations and influence factors. Based on previous researches done by the authors, they offered their own definition of consumer behavior. According to this definition the portrait of consumer is created as a background for evaluation of demand. The authors described generations of Latvian consumers, analyzing statistical data, as well as give the information about the survey done by Public Opinion Research Centre of Latvia. The Development of Information technologies have significantly influenced the consumption, consumer behavior, buying process, and consumption patterns. 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 local market.