Pursuing economic interests in the era of information economy: generation Z case study

Abstract

Purpose: generation Z is gradually and consistently shifting into the largest market segment in the global economy. The article outlines the main features of Gen Z’s consumer behavior. Discussion: the authors of the article argue that e-marketing and e-commerce are the most significant trends in consumer behavior shift. In addition to that, the researchers admit the importance of smartphones and tablet PCs which actively used by Gen Z in the process of knowledge generation, product selection and purchases payment. Results: the results of the research depict the fact that Generation Z representatives are digital consumers, having no fear to make online purchases. They predominantly spend their time online including working, studying, social networking from 3 to 6 hours a day on average, watching movies, engaging in entertainment content etc. Moreover, Gen Z are inclined to do a thorough analysis of the market, including the research of the company, its brand history, quality of goods sold and pricing policy on the whole. The research revealed the fact that Generation Z are ready to be involved in collaborative brand design, demonstrating a great interest in collaboration with company’s brand managers and project teams. Likewise, innovation from employers, leaders, and brands they follow are on the priority list among this market segment. Gen Zers are definitely more down-to-earth and analytical in their decision-making strategy in comparison with their ancestors. The results of the study also indicate that social networks are acting as the major channel through which a brand collaborates with the younger generation implementing commercials and infographics in the shortest possible form.