Geração Z: um estudo sobre consumo e relacionamento com as marcas de varejo

Abstract

Consumer behavior has become a central field in marketing studies, especially in light of changes in consumption habits and generational specificities that impact the retail market. In this context, Generation Z stands out for presenting consumption patterns and ways of relating to brands that differ from previous generations, raising the following research problem: what is the consumption pattern of Generation Z and how does it establish its relationship with retail brands? Therefore, the general objective of this study is to analyze the consumption behavior of Generation Z in order to understand its relationship with retail brands. Methodologically, this is an applied research with a quantitative approach and descriptive nature, conducted through a survey using a structured questionnaire. The results indicate that Generation Z presents consumption behavior strongly influenced by the digital environment, the search for convenience, the appreciation of the shopping experience, and the identification with brand values and purposes. It is concluded that understanding these characteristics contributes to the improvement of marketing and branding strategies in retail, enabling the strengthening of the relationship between brands and consumers belonging to this generation.