GENERATION-Z BUYING BEHAVIOUR IN INDONESIA: OPPORTUNITIES FOR RETAIL BUSINESSES
Keywords:
qualitative research, generation-z, shopping behaviour, retail business, competitionAbstract
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 countryDownloads
How to Cite
Simangunsong, E. (2018). GENERATION-Z BUYING BEHAVIOUR IN INDONESIA: OPPORTUNITIES FOR RETAIL BUSINESSES. MIX: JURNAL ILMIAH MANAJEMEN, 8(2), 243–253. Retrieved from https://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/3322
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