Naslov
Generation Z Buyer’s Journey

Autori
Dolčić, Ozana ; Alić, Marta

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo

Izvornik
Proceedings of Sciencefora international conference Dubrovnik, Croatia / - : Institute for Technology and Research (ITRESEARCH), 2020, 60-64

ISBN
978-93-90150-06-9

Skup
International Conference on Global Business, Economics, Finance & Social Sciences

Mjesto i datum
Dubrovnik, Hrvatska, 11.10.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
customer behavior, customer journey, generation Z, marketing

Sažetak
Understanding customer behavior is essential to every organization. Goal of optimized assortment and business operations in satisfying customer needs is universal across all industry segments and analysis of buyer’s journey is one way to achieve it. A customer’s, or buyer’s journey, is a purchase decision-making process that consists of five steps that each customer goes through each time they purchase a product or service. As generation Z, born between mid-to-late 1990s and the early 2010s, is entering workforce, it’s consumer behavior is coming to focus as members’ financial situation is in rise. The purpose of this research is to determine a purchase decision-making process of this generation and to analyze the purchasing behavior of it’s members.

Izvorni jezik
Engleski

Znanstvena područja
Interdisciplinarne društvene znanosti

POVEZANOST RADA