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Generation Z In Brick-And-Mortar Stores: A Review And Research Propositions

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  • Katija Vojvodić

    (Sveučilište u Dubrovniku, Odjel za ekonomiju i poslovnu ekonomiju, Dubrovnik, Hrvatska)

Abstract

Unlike Baby Boomers, Generation X and Generation Y, Generation Z remains underresearched in the context of retail-related behaviour. Although there are notable distinctions between generations, each cohort affects the way traditional brick-and-mortar retailers do business. At the same time, traditional retail faces increasing competition, particularly from online retailers, while changing shopping habits are reshaping the industry. Drawing on previous literature, this paper identifies the main features of the post-millennial generation in brick-and-mortar retail settings. It also develops a framework that can guide future research and help traditional retailers better target the post-millennial generation, capture this market segment more effectively, and improve the overall in-store shopping experience.

Suggested Citation

  • Katija Vojvodić, 2019. "Generation Z In Brick-And-Mortar Stores: A Review And Research Propositions," Poslovna izvrsnost-Business Excellence, University of Zagreb Faculty of Economics & Business, vol. 13(1), pages 105-120.
    • Handle: RePEc:zag:busexc:v:13:y:2019:i:1:p:105-120
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