20.500.12556/DKUM-75413 Razumevanje vedenja generacije Z za potrebe marketinga Understanding the Behaviour of Generation Z for the Purposes of Marketing Vsako generacijo povezujejo pomembni skupni zgodovinski in družbeni dogodki ter skupna izkustva teh dogodkov, ki vplivajo na oblikovanje miselnosti, vrednot, pričakovanj in načina življenja posamezne generacije. Generacija v družbenem kontekstu zato predstavlja homogeno skupino, ki jo lahko uporabimo kot učinkovito orodje za segmentiranje trga. V literaturi se omenja šest različnih generacij, od najstarejše generacije pred gospodarsko krizo, do današnje generacije Z, ki je še v procesu oblikovanja. V nalogi smo preučili edinstvene potrebe in vedenja posameznikov znotraj najmlajše generacije Z ter na podlagi ugotovljenih značilnosti predlagali smernice za ustrezno oblikovanje aktivnosti marketinškega spleta. Ugotovitve smo pridobili na podlagi tujih raziskav, v večji meri izvedenih v ZDA. Ker slednje postavljajo trende, katerim sledijo zahodne države, menimo, da je ugotovitve naloge mogoče aplicirati na Evropske družbe. Ugotovili smo, da je generacija Z izobražena, inteligentna, visoko tehnološka osveščena, cenovno zavedna in ceni pristnost. Vse njene značilnosti, postavljene v trenutno globalno in informacijsko okolje, so oblikovale zahtevne potrošnike s preudarno presojo, s svetovnim spletom kot primarnim okoljem za komuniciranje ter prodajo. Nadalje je generacija razvila svojstven sistem pravil uporabe družbenih medijev, katerega upoštevanje je ključno za uspešnost podjetja ali blagovne znamke. Opredeljena vedenja in značilnosti generacije Z, skupaj s smernicami za izdelek, ceno, prostor in distribucijo, bo marketinškim strokovnjakom omogočilo lažjo izgradnjo odnosa z močno bazo odjemalcev. Each generation is tied together by shared experiences of important common historical and societal events that influence the formation of the mindset, values, expectations and lifestyles of each generation. In a social context, a generation is therefore a homogeneous group that can be used as an effective tool for market segmentation. Six different generations are mentioned in the literature, from the oldest generation before the Great Depression, to the present Generation Z, which is still in the process of forming itself. The purpose of this paper is to examine the unique needs and behaviours of individuals within the youngest generation, and to propose, on the basis of the characteristics identified, guidelines for the appropriate design of marketing activities. The findings are based on foreign research, mostly in the USA. As the latter sets out the trends followed by Western countries, we believe that the findings of the paper can be applied to the European societies. We have found that Generation Z is educated, intelligent, technologically savvy, price conscious and appreciates authenticity. All of its features, positioned in the current global and information environment, have designed discerning consumers with discerning judgement, using the World Wide Web as the primary environment for communication and sales. Furthermore, the generation has developed a unique system of rules for using social media, adherence to which is crucial for the success of a business or brand. The identified behaviours and characteristics of the Generation Z, along with product, price, space and distribution guidelines, will help marketers build relationships with a strong customer base. Generacije generacija Z generacijska segmentacija generacijska teorija marketing marketinške aktivnosti. Generations Generation Z generation segmentation generation theory marketing marketing activities. true true false [T. Trol] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2019-11-06 21:22:56 2020-08-19 11:28:51 2022-08-09 11:18:58 2020-08-20 03:15:44 2020 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 25570307 URN:SI:UM:DK:29WUPHZ5 MAG_Trol_Tjasa_2020.pdf MAG_Trol_Tjasa_2020.pdf 1 6F0A3BB1BD942FBD8815012D556A9F25 fb5cd777bd4c11d1aaaa419a43e61190ffbc7a05293e373fe54fce4b06a181a6 4cc7609a-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/7bcedd5c-c506-4107-a84f-539858acf7f2 https://dk.um.si/Dokument.php?lang=slv&id=141901 Ekonomsko-poslovna fakulteta 0 0 0