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Understanding Generation Z Consumers Expectations of In-Store Digital Devices in Retailing: A Segmentation Framework

Søsted Westmark, Helena LU and Hondar, Mariia LU (2020) BUSN39 20201
Department of Business Administration
Abstract (Swedish)
The purpose of this thesis is to explore Generation Z consumers’ expectations of in-store digital technologies and to enhance the understanding of different segments’ consumer values derived from in-store technologies. The analysis of the empirical material allowed to identify a new segment of Generation Z consumers, Conventionals, and reveal new consumer values derived from in-store technology which are unique for Generation Z consumers - privacy, supportiveness, visibility, and alignment. This culminated in a new conceptualised segmentation framework, which made it possible to distinguish Generation Z consumers based on their self-confidence, shopping mode, values and expectations of in-store technologies The research further revealed... (More)
The purpose of this thesis is to explore Generation Z consumers’ expectations of in-store digital technologies and to enhance the understanding of different segments’ consumer values derived from in-store technologies. The analysis of the empirical material allowed to identify a new segment of Generation Z consumers, Conventionals, and reveal new consumer values derived from in-store technology which are unique for Generation Z consumers - privacy, supportiveness, visibility, and alignment. This culminated in a new conceptualised segmentation framework, which made it possible to distinguish Generation Z consumers based on their self-confidence, shopping mode, values and expectations of in-store technologies The research further revealed that not all Generation Z consumers are open towards engaging with in-store technologies or expect them to be available. (Less)
Please use this url to cite or link to this publication:
author
Søsted Westmark, Helena LU and Hondar, Mariia LU
supervisor
organization
alternative title
Understanding Generation Z Consumers Expectations of In-Store Digital Devices in Retailing
course
BUSN39 20201
year
type
H1 - Master's Degree (One Year)
subject
keywords
In-Store digital technology, Generation Z, Consumer Expectations, Consumer Values, Retailing
language
English
id
9020730
date added to LUP
2020-07-08 10:48:36
date last changed
2020-07-08 10:48:36
@misc{9020730,
  abstract     = {{The purpose of this thesis is to explore Generation Z consumers’ expectations of in-store digital technologies and to enhance the understanding of different segments’ consumer values derived from in-store technologies. The analysis of the empirical material allowed to identify a new segment of Generation Z consumers, Conventionals, and reveal new consumer values derived from in-store technology which are unique for Generation Z consumers - privacy, supportiveness, visibility, and alignment. This culminated in a new conceptualised segmentation framework, which made it possible to distinguish Generation Z consumers based on their self-confidence, shopping mode, values and expectations of in-store technologies The research further revealed that not all Generation Z consumers are open towards engaging with in-store technologies or expect them to be available.}},
  author       = {{Søsted Westmark, Helena and Hondar, Mariia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Understanding Generation Z Consumers Expectations of In-Store Digital Devices in Retailing: A Segmentation Framework}},
  year         = {{2020}},
}