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Which decision-making process step is perceived as being the most challenging when purchasing a smartphone? A study on gen z consumers at the example of the decision- making process model by Kotler & Keller
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Gen Z, with ∼2 bn smartphone users, are the digital natives of today’s society, making
it the most crucial consumer segment for companies. This thesis aims to understand challenges
experienced by Gen Z, in the decision-making process of buying a smartphone. Due to a lack
of literature concerning challenges perceived by Gen Z the thesis contributes to research and
bares scientific as well as practical relevance. For this purpose, a qualitative approach with a
sample of 16 in depth interviews aimed towards Gen Z was pursued. From the eight challenges
identified four challenges could be assigned to the purchase decision step which describes the
final purchase of a product after prior evaluation. Gen Z perceive is as particularly challenging
to decide on a brand and technological specifications and where and how to buy the smartphone.
Furthermore, when Gen Z makes their ultimate decision getting influenced by others and the
perception of one’s social and financial status plays a significant role. Even though companies
can hardly change consumers perceptions or influences, they can educate consumers about
brand benefits and product configurations through comparative examples and questionnaires.
This supports the consumer in making their final decision based on their actual needs and
preferences.
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Generation Z Decision-making process Smartphone purchase Challenges