Find in Library

The marketing environment is evolving and is prone to transformation more often than ever, due to the new digital era and rapid technological development;therefore, companies, along with marketers, are constantly trying to improve consumer experience, in an effort to fulfill their customers` needs and desires accordingly.Studying the consumer behavior of Generation Z is crucial for online marketers due to the fact that they are starting to gain significant purchasing power and have become a target audience for retailers worldwide. Through this article, we aim to find out insights regarding consumption habits, preferences of shopping methods, preferred channels, attitudes, perceptions regarding certain influencing factors of Generation Z consumers, focusing on online marketing elements. The research instrument was a survey created through the Google Forms platform which was distributed exclusively to Generation Z respondents via online channels.The survey was completed by a total number of 125 respondents and the obtained results were presented in the form of a descriptive analysis.The main results show that Gen Z consumers are more likely to use online channels in their buying process(as a means of information) and are influenced by a different range of factors than previous generations.Other elements that we focused on were the preffered online shopping channels, shopping habits according to various product categories, attitude towards brands and willingness to pay. Apart from the scientific contribution, this study can have as possible practical implications the development and customization of new marketing directions by companies, with the aim of targeting this audience of great interest, namely Gen Z.