GENERATION-Z BUYING BEHAVIOUR IN INDONESIA: OPPORTUNITIES FOR RETAIL BUSINESSES

Eliot Simangunsong

Abstract


Abstract. Advances in information and communication technology have caused two major changes in the business world. Firstly, they have caused a wave of new companies emerge that base their business models on the internet. Secondly, they have given rise to the birth of a new group of buyers, known as Generation-Z, who level of expectation and response to consumption are different. Both of these changes -- in business model and in consumption behaviour -- have broad impacts on how companies connect with their business partners and customers. The main purpose of this study is to investigate Generation-Z’s buying behaviour and how this knowledge helps to bring new opportunities for retail business. We applied a qualitative research method through deep interview of 23 respondents.  This study finds that Generation-Z customers in Indonesia have a strong tendency to shop online; they show distinctive behaviours particularly when shopping for clothes and food & beverage. The demographic bonus that Indonesia has enjoyed since 2012 also highlights how this generation is important in business environment in the country

Keywords


qualitative research, generation-z, shopping behaviour, retail business, competition

Full Text:

PDF


DOI: http://dx.doi.org/10.22441/mix.2018.v8i2.004

Refbacks

  • There are currently no refbacks.


MIX: Junal Ilmiah Manajemen

Pascasarjana Mercu Buana Jakarta, Kampus Menteng, Gedung Tedja Buana Lt.4 Jl. Menteng Raya No 29 Jakarta Pusat

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View My Stats

MIX: Jurnal Ilmiah Manajemen Sudah Terindeks di:

 width=width= width= width= width=