A carregar...
Publicação
Demographic Shifts and Implications on the Landscape of Online Consumer Behaviour In Spain: The Fashion Industry Case
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 990.72 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This thesis explores the impact of demographic changes, mainly by focusing on the population
ageing case and how this phenomenon affects online consumer behaviour within the Spanish
fashion industry. To develop the empirical study of this dissertation and with the aim of
conducting a descriptive analysis, quantitative research was applied by working with
secondary data from official sources to overview how the changing demographical structure,
as it comes to overall population ageing of the Iberian country, influences online shopping
preferences and behaviours by analysing demographic trends, digital literacy rates, income
distributions and e-commerce patterns. Regarding the findings, it shows significant changes
in the age structure of the Spanish population, with an increase in the proportion of older
individuals and, at the same time, an increase as well in adoption rates of online shopping
among those older cohorts. Additionally, the thesis concludes that population ageing has
profound implications for online consumer behaviour of the fashion sector, where
preferences and purchasing habits are evolving according to these demographic changes
which present a potential opportunity considering Spain’s current and projected demographic
structures. Finally, the research contributes to a better understanding of the relation between
demographics and online consumer behaviour, offering valuable academic insights as well as
proper guidance for marketers and policymakers.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Consumer Behaviour Digital Marketing Demographics Identify patterns and trends Spain SDG 8 - Decent work and economic growth SDG 17 - Partnerships for the goals