Understanding generational differences in digital consumer behavior the role of generalizations
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| Format: | Thesis |
| Kulcsszavak: | Consumer behavior Customer Journey Decision-Making Process digitalization e-commerce Generalization generation Purchasing purchasing processes technology |
| Online Access: | http://dolgozattar.uni-bge.hu/57362 |
| Abstract: | The customer-centric approach has become a norm in today’s businesses, hence the need to define and comprehend their target market, which calls for the necessity to conceptualize and design the best customer experience for every customer. First, it is essential to categorize them, even by generation, and then discuss their reach in a broader context. It is important to understand your clients for effective targeting. These generations can actually vary significantly and studying their behavior in the purchasing process is required. Managing messages in the contemporary business landscape is often an intricate issue, considering that all businesses have their target market and cannot focus on everyone. Every generation requires an entirely different form of targeting. To understand the boundaries of the audience, data on the buying habits of different generations should also be collected. The thesis aims to investigate how generational cohorts influence the customer experience, providing insights into consumer behavior across age groups. |
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