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"Cracking the GenZ Code: Unraveling the Needs, Pain Points, and Desires for an Improved Omnichannel Fashion Experience": A qualitative study by understanding the consumer decision-making process
Linnaeus University, School of Business and Economics, Department of Management.
Linnaeus University, School of Business and Economics, Department of Management.
2023 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In recent years there has been a remarkable distribution of the omnichannel environment, which has emerged as a significant factor in the fashion industry. Today's society is characterized by customers who possess extensive knowledge and easy access to information online, with the added convenience of constantly available e-commerce. As consumer awareness has escalated, it has become imperative for businesses to understand how customers' needs, pain points, and desires impact their customer journey in an omnichannel environment.

Consequently, the aim of this research is to gain a comprehensive understanding of how Generation Z customers' needs, pain points, and desires influence their behavior throughout the customer journey within the fashion industry's omnichannel landscape. This study aims to contribute new and crucial insights to the existing body of knowledge, given the lack of recent research on this topic from the consumer perspective.

To achieve these research objectives, empirical data was collected through a qualitative multi-method study comprising five focus groups and five semi-structured interviews, with a total of 25 participants. The participants consisted of individuals of Swedish origin who were born in, and belong to, Generation Z. The collected data was afterwards analyzed and discussed, which meant comparing and contrasting the results with previous research on the topic.

The conclusion of this thesis reveals remarkable observations about Generation Z in Sweden, where this study has identified the most common combinations of different channels in omnichannel atmospheres. Overall, this study highlights a clear preference among female participants to use the services provided by e-commerce, while male participants show a propensity for physical, traditional commerce. In addition, this report sheds new light on the information search and evaluation process, which constitutes the initial stage of the consumer's decision-making process. Finally, needs, pain points and desires based on each step in the customer journey are identified, as well as how the problems can be resolved with initiatives from the companies.

Place, publisher, year, edition, pages
2023. , p. 80
Keywords [en]
Omnichannel, E-commerce, Physical Stores, Pain Points, Touchpoints, Customer Journey, Consumer Decision-Making Process, Retail Technologies, Generation Z
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-122462OAI: oai:DiVA.org:lnu-122462DiVA, id: diva2:1772630
Subject / course
Business Administration - Other
Educational program
Customer Experience Management Programme, 180 credits
Supervisors
Examiners
Available from: 2023-06-22 Created: 2023-06-21 Last updated: 2023-06-22Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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