Razumevanje vedenja generacije Z za potrebe marketinga

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Title:	Razumevanje vedenja generacije Z za potrebe marketinga
Authors:	ID Trol, Tjaša (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	MAG_Trol_Tjasa_2020.pdf (1,35 MB) MD5: 6F0A3BB1BD942FBD8815012D556A9F25 PID: 20.500.12556/dkum/7bcedd5c-c506-4107-a84f-539858acf7f2
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	Generacije, generacija Z, generacijska segmentacija, generacijska teorija, marketing, marketinške aktivnosti.
Place of publishing:	Maribor
Publisher:	[T. Trol]
Year of publishing:	2020
PID:	20.500.12556/DKUM-75413
UDC:	339.13
COBISS.SI-ID:	25570307
NUK URN:	URN:SI:UM:DK:29WUPHZ5
Publication date in DKUM:	19.08.2020
Views:	1391
Downloads:	269
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	06.11.2019

Secondary language

Language:	English
Title:	Understanding the Behaviour of Generation Z for the Purposes of Marketing
Abstract:	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.
Keywords:	Generations, Generation Z, generation segmentation, generation theory, marketing, marketing activities.

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