Generation "Z" as a generation for market of goods and services in digitization

DOI

10.2991/iscde-19.2019.177How to use a DOI?

Keywords

generation Z, goods and services market, digitalization era Strauss and Hove, Mark Prensky, Rogers, consumption model, personalization of experience, digital channels; analytical «packaging», product symbiosis, competitive advantage

Abstract

The article describes the peculiarities of market consumption of goods and services of representatives of «generation Z» in the era of digitalization. The methodological basis of the article is the work of Strauss and Hove's Theory of Generations in the United States, as well as Mark Prensky's research and publications on «digital natives» and Rogers' theory about «diffusion of innovation». In addition, it is also based on practical research of different companies such as Google, Millward Brown, Nielsen and Sberbank as a Russian one. The authors argue that as a result of the changing pattern of generational consumption, «marketing of influence» starts flourishing in the market for goods and services. In order to maximize the positive result in the market of goods and services in the work with the generation, it is necessary to personalize the experience and offer at the level of a particular customer and request; actively switch to ways to interact through digital channels; create an analytical «package» of goods in the form of product symbiosis, services, emotions and impressions with a clear competitive advantage in the form of value, which is defined in the concept of «experience» at an objective price; to complement the product line with non-standard combiners of urban products, using, for example, partner cross-offers.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - A.I. Matveeva
AU  - R.V. Krasnov
PY  - 2019/12
DA  - 2019/12
TI  - Generation "Z" as a generation for market of goods and services in digitization
BT  - Proceedings of the International Scientific and Practical Conference on Digital Economy (ISCDE 2019)
PB  - Atlantis Press
SP  - 609
EP  - 612
SN  - 2352-5428
UR  - https://doi.org/10.2991/iscde-19.2019.177
DO  - 10.2991/iscde-19.2019.177
ID  - Matveeva2019/12
ER  -