Publicação
Gen z and the digital shopping experience: an analysis of consumer behavior and attitudes towards summer jackets online - strategies to reach gen z
| Resumo: | This study investigates the online shopping behavior and expectations of Generation Z (Gen Z), a significant and economically influential cohort of the global population. Focusing specifically on the online purchase of summer jackets, the research encompasses a thorough review of literature and research methodology that includes conjoint analysis and perceptual mapping. The study derives valuable findings: Online shopping has become routine, and Gen Z's online shopping patterns exhibit a strong inclination towards price sensitivity, with decision-making heavily influenced by diverse information and inspiration channels. This reflects Gen Z's core values, which prioritize aspects such as convenience, sustainability, and a keen awareness of pricing considerations. These findings serve as a basis for providing recommendations to brands and retailers on effectively adapting their strategies to meet the unique needs of Gen Z consumers. |
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| Autores principais: | Gradler, Mariella Laura |
| Assunto: | Social media marketing Influencer marketing Social commerce Generation z |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This study investigates the online shopping behavior and expectations of Generation Z (Gen Z), a significant and economically influential cohort of the global population. Focusing specifically on the online purchase of summer jackets, the research encompasses a thorough review of literature and research methodology that includes conjoint analysis and perceptual mapping. The study derives valuable findings: Online shopping has become routine, and Gen Z's online shopping patterns exhibit a strong inclination towards price sensitivity, with decision-making heavily influenced by diverse information and inspiration channels. This reflects Gen Z's core values, which prioritize aspects such as convenience, sustainability, and a keen awareness of pricing considerations. These findings serve as a basis for providing recommendations to brands and retailers on effectively adapting their strategies to meet the unique needs of Gen Z consumers. |
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