艾意凯咨询2023代际购物行为研究Z世代是如何购物的英文版13页.pdf

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GenerationalShoppingBehavior:

HowGenZShops

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Contents

Introduction3

HowGenZshops4

WhoiswinningGenZ?8

HowtocourtGenZ10

Conclusion11

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Introduction

Manybusinessesembracetheadageof“meetingconsumerswheretheyare,”but

notallconsumersshopinthesameway.Indeed,asbuyingpowershiftstoyounger

generations,brandsandretailersmustcontinuallyevolvetheirunderstandingof

consumerneedsandshoppingbehaviors.

TakeGenerationZ.Whilealotofassumptionsaremadeaboutthisgeneration,how

theyactuallyshopmightsurpriseyou.

Raisedinadigital,always-onworld,GenZhasmoreproductchoicesthanevery

othergenerationbeforeit,andmorewaystopurchasethoseproducts.Amidsuchan

abundanceofchoice,GenZersarelookingforwaystostandoutfromthecrowd,to

findpr