Martinez, Luis Manuel da Silva Pereira FructuosoBackhaus, Jan-Frederik2024-09-062024-09-062023-01-232023-01-23http://hdl.handle.net/10362/171285Gen 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.engGeneration ZDecision-making processSmartphone purchaseChallengesmaster thesis203315677