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Generation Z - The Global Market’s New Consumers- And Their Consumption Habits: Generation Z Consumption Scale

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Along with globalization, the structure of markets has changed. In today's markets, it is necessary to analyse the consumers’ profile in order to appeal to consumers or compete with other companies and survive against them. Today's changing consumer structure reveals the differentiation of consumption habits as well. The Generation Z, which is included in the young age profile of the consumer segment, represents the year 1995 and beyond. This generation is also known as the mobile generation. They are interested in more technology than their predecessors (Generation X and Y), and they are actualizing their social lives more and more through smart devices such as mobile phone, tablets. This situation has also changed the perception of time and space in consumption habits. The shopping mall culture that emerged with globalization is now taking its place to Internet shopping. Ads made via social media and shopping made by these ads are among the preferences of Generation Z. In this study, we focus on changing the general consumption habits and the role of the Generation Z’s profile in these habits. For this purpose, questionnaires developed for our study were applied to 200 people who are members of the relevant Generation Z. And the data obtained from the field are evaluated by reliability and factor analysis. Findings are interpreted as the Generation Z Consumption Scale.
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... Author ( However, it is agreed that this generation came with the rise of the World Wide Web, and many globally challenging circumstances and traumatic events. Members of Gen Z have experienced significant change in their lifetime thus far [29][30][31]-considerably higher than anything the world we know has ever experienced before-in addition to the unlimited potentialities and access they have to the global world, and the rise of multicultural and multi-racial countries [32]. Consequently, this generation has few similarities to their predecessors, the baby boomers and Millennials, and a lot of diversity within their age group's interests and demographics [33]. ...
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