IDEAS home Printed from https://ideas.repec.org/a/but/manage/v37y2023i1p37-51.html
   My bibliography  Save this article

Innovation Over Price: Understanding Generation Z’s Preferences in the Smartphone Market

Author

Listed:
  • Radu Gogolan

    (The Bucharest University, Faculty of Administration and Business)

  • Cristina Veith

    (The Bucharest University, Faculty of Administration and Business)

Abstract

The Fourth Industrial Revolution has ushered in a new era marked by significant technological advancements and profound changes in consumer behavior, particularly among Generation Z. This article explores the implications of these shifts for marketing strategies and product development, focusing on the evolving expectations and preferences of consumers in the digital age. Through an in-depth literature review, we examine the transformative impact of digital technologies, such as the Internet of Things (IoT), Artificial Intelligence (AI), and blockchain, on economic and social systems. The study further delves into the characteristics of Generation Z, highlighting their demand for rapid interactions, personalized services, and technology-driven solutions. Utilizing a combination of factorial analysis and statistical testing, we verify hypotheses concerning Generation Z’s prioritization of technological innovation over price, the significance of brand and specific product features in their purchasing decisions, and the paramount importance of battery life and charging speed in smartphone selection. Our findings reveal a complex relationship between income levels and purchasing intentions, emphasizing the need for companies to adapt their marketing strategies to meet the nuanced demands of this demographic. This research underscores the necessity of continuous adaptation and innovation in marketing to successfully navigate the challenges and opportunities presented by the Fourth Industrial Revolution.

Suggested Citation

  • Radu Gogolan & Cristina Veith, 2023. "Innovation Over Price: Understanding Generation Z’s Preferences in the Smartphone Market," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 37(1), pages 37-51, May.
    • Handle: RePEc:but:manage:v:37:y:2023:i:1:p:37-51
    as

    Download full text from publisher

    File URL: https://manager.faa.ro/wp-content/uploads/2024/05/37m_37_51.pdf
    Download Restriction: no
    File URL: https://manager.faa.ro/?p=8840
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Darren Grant, 2018. "Methods of Economic Research," Springer Texts in Business and Economics, Springer, number 978-3-030-01734-7, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Teodora Fuerescu & Cristina Veith, 2023. "Exploring Generation Z’s Vision of the Ideal Employer," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 37(1), pages 23-26, May.
    2. Tatyana Pritvorova & Bysuly Tasbulatova & Yelena Petrenko, 2018. "Possibilities of Blitz-Psychograms as a tool for human resource management in the supporting system of hardiness of company," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(2), pages 840-853, December.

    More about this item

    Keywords

    Fourth Industrial Revolution; Generation Z; Consumer Behavior; Marketing Strategies; Technological Innovation; Smartphone Preferences;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:but:manage:v:37:y:2023:i:1:p:37-51. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Cosmin Catalin Olteanu (email available below). General contact details of provider: https://edirc.repec.org/data/faaubro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.