Understanding Generation Z Consumers Expectations of In-Store Digital Devices in Retailing: A Segmentation Framework
(2020) BUSN39 20201Department 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:
http://lup.lub.lu.se/student-papers/record/9020730
- author
- Søsted Westmark, Helena LU and Hondar, Mariia LU
- supervisor
-
- Ulf Elg LU
- organization
- alternative title
- Understanding Generation Z Consumers Expectations of In-Store Digital Devices in Retailing
- course
- BUSN39 20201
- year
- 2020
- 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}}, }