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The research results provide management with informed knowledge of the types of rewards that can be administered to employees of different generational groups to attract, retain and motivate them. Contribution and value add: The research has added insight into the reward preferences of generational groups and made recommendations for improving reward strategy for the attraction, retention and motivation of employees in the fast-moving consumer goods industry.doi:10.4102/sajhrm.v18i0.1244 fatcat:ocu26tuw4bewbepern6fsjzu7e