Sökning: "Helena Søsted Westmark"

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  1. 1. Understanding Generation Z Consumers Expectations of In-Store Digital Devices in Retailing: A Segmentation Framework

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Helena Søsted Westmark; Mariia Hondar; [2020]
    Nyckelord :In-Store digital technology; Generation Z; Consumer Expectations; Consumer Values; Retailing; Business and Economics;

    Sammanfattning : The purpose of this thesis is to explore Generation Z consumers’ expectations of in-store digital technologies and to enhance the understanding of different segments’ consumer values derived from in-store technologies. The analysis of the empirical material allowed to identify a new segment of Generation Z consumers, Conventionals, and reveal new consumer values derived from in-store technology which are unique for Generation Z consumers - privacy, supportiveness, visibility, and alignment. LÄS MER