IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-548-5_9.html

Navigating the Shifting Outdoor Equipment Market: Oztent’s Challenges and Opportunities in Engaging Generation Z Consumers During the COVID-19 Pandemic

In: Proceedings of the 2024 3rd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2024)

Author

Listed:
  • Yujie Long

    (University of Melbourne)

Abstract

This study explores the challenges and opportunities for Oztent, an Australian outdoor equipment brand, in the changing outdoor equipment market during COVID-19. It aims to understand Generation Z consumer preferences and perceptions of Oztent’s camping products. The findings reveal that Gen Z respondents have limited awareness of the brand, highlighting the need for Oztent to prioritize product quality, engage with younger demographics on social media, and align product attributes with consumer values. The study underscores the significance of targeted brand recognition strategies and effective marketing communication through digital platforms to enhance brand awareness and loyalty among Generation Z consumers.

Suggested Citation

  • Yujie Long, 2024. "Navigating the Shifting Outdoor Equipment Market: Oztent’s Challenges and Opportunities in Engaging Generation Z Consumers During the COVID-19 Pandemic," Advances in Economics, Business and Management Research, in: Kun Zhang & Hang Luo & Hongbo Li & Azlina Binti Md Yassin (ed.), Proceedings of the 2024 3rd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2024), pages 63-70, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-548-5_9
    DOI: 10.2991/978-94-6463-548-5_9
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    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:spr:advbcp:978-94-6463-548-5_9. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.