Investigating Online and Offline Shopping Behavior - Recommendations For Targeted Advertising of Generation Z
Authors
Ewertsen, Caroline Egeberg ; Nielsen, Mette Julie
Term
4. term
Publication year
2017
Submitted on
2017-05-24
Pages
139
Abstract
This thesis addresses a gap in understanding Generation Z’s consumer behavior by examining their online and offline information, inspiration, and purchase patterns in clothing shopping and translating these insights into recommendations for targeted digital advertising. The study combines two focus group interviews with a subsequent online survey (236 responses collected via Facebook, Instagram, and email). Based on these data, the authors develop a profile of Generation Z and five cohorts by gender and age (14–16, 17–19, 20–22 years). Findings indicate that Generation Z is generally cost- and quality-conscious and tends to buy clothes when needed, when they can afford it, or during sales. They often prefer online purchasing due to price, special offers, ease of comparing products, and broader selection. The survey further shows very high social media usage (97% spend several hours daily) and that these consumers are highly aware of what influences them during information seeking. Implications for companies include targeting ads on platforms such as Instagram, Facebook, YouTube, and blogs with personalized messages aligned to individual brand/category interests and highlighting price, deals, and discounts. The study also recommends leveraging segmentation (e.g., age, gender, behavior) and location-based targeting to increase ad relevance and conversion.
Denne afhandling adresserer manglen på viden om Generation Z’s forbrugeradfærd ved at undersøge deres online og offline informations-, inspirations- og købsadfærd i forbindelse med tøjindkøb og aflede anbefalinger til målrettet digital annoncering. Studien kombinerer to fokusgruppeinterviews med en efterfølgende online spørgeskemaundersøgelse (236 besvarelser indsamlet via Facebook, Instagram og e-mail). På baggrund heraf udarbejdes en profil af Generation Z og fem kohorter efter køn og alder (14–16, 17–19, 20–22 år). Resultaterne viser, at Generation Z generelt er pris- og kvalitetsbevidst og typisk køber tøj, når der er behov, når økonomien tillader det, eller når der er udsalg. De foretrækker ofte onlinekøb på grund af pris, særlige tilbud, nem sammenligning af produkter og et større udvalg. Undersøgelsen peger desuden på meget høj brug af sociale medier (97% bruger flere timer dagligt), og at de unge i høj grad er bevidste om, hvad der påvirker dem i informationssøgningen. Implikationerne for virksomheder er at målrette annoncer på platforme som Instagram, Facebook, YouTube og blogs med personaliserede budskaber, der matcher den enkelte forbrugers brand- og kategoriinteresser, samt at fremhæve pris, gode tilbud og rabatter. Derudover anbefales brug af segmentering (fx alder, køn og adfærd) og geografisk målretning via lokationsdata for at øge relevans og konvertering.
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Keywords