Navigating the Shifting Outdoor Equipment Market: Oztent’s Challenges and Opportunities in Engaging Generation Z Consumers During the COVID-19 Pandemic

DOI

10.2991/978-94-6463-548-5_9How to use a DOI?

Keywords

Outdoor equipment market; COVID-19; Generation Z; Consumer preferences; Brand awareness; Social media Marketing communication

Abstract

This study explores the challenges and opportunities for Oztent, an Australian outdoor equipment brand, in the changing outdoor equipment market during COVID-19. It aims to understand Generation Z consumer preferences and perceptions of Oztent’s camping products. The findings reveal that Gen Z respondents have limited awareness of the brand, highlighting the need for Oztent to prioritize product quality, engage with younger demographics on social media, and align product attributes with consumer values. The study underscores the significance of targeted brand recognition strategies and effective marketing communication through digital platforms to enhance brand awareness and loyalty among Generation Z consumers.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yujie Long
PY  - 2024
DA  - 2024/10/21
TI  - Navigating the Shifting Outdoor Equipment Market: Oztent’s Challenges and Opportunities in Engaging Generation Z Consumers During the COVID-19 Pandemic
BT  - Proceedings of the 2024 3rd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2024)
PB  - Atlantis Press
SP  - 63
EP  - 70
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-548-5_9
DO  - 10.2991/978-94-6463-548-5_9
ID  - Long2024
ER  -