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