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Gen z and the digital shopping experience : an analysis of consumer behavior and attitude towards summer jackets online- perceptual map
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Orientador(es)
Resumo(s)
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
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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.
Descrição
Palavras-chave
Spss Methodology perceptual map Survey construction perceptual map Result perceptual map