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Gen z and the digital shopping experience: an analysis of consumer behavior and attitudes towards summer jackets online - conjoint analysis and consumer interviews
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| 2.19 MB | Adobe PDF |
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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 specif ically 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.
Descrição
Palavras-chave
Consumer interviews Conjoint analysis Summer jackets Segmentation Willingness-to-pay