Sökning: "Helena Søsted Westmark"
Hittade 1 uppsats innehållade orden Helena Søsted Westmark.
1. Understanding Generation Z Consumers Expectations of In-Store Digital Devices in Retailing: A Segmentation Framework
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : 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
Resultatsidor:
1