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Publication
Comportamento de compra online e offline nas gerações x e z: o caso do vestuário
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| 1007.24 KB | Adobe PDF |
Advisor(s)
Abstract(s)
Devido ao acentuado crescimento do comércio digital
em relação ao comércio físico, as empresas devem estar em
constante evolução para que o consumidor opte por elas. Para
isso, devem conhecer os diversos tipos de clientes, tanto nos
canais offline, como nos canais online. É preciso ter um
conhecimento aprofundado dos canais transacionais e das
diferentes gerações, interligando-os, percebendo também
como cativar e entregar a melhor informação e produtos a cada
perfil de comprador. A nossa investigação teve como principal
objetivo, comparar o comportamento de compra de vestuário
nos canais online e offline dos consumidores da Geração X e
Z. Para atingir este objetivo, recorreu-se a um tipo de pesquisa
qualitativa, com recurso ao Focus Group, de modo a avaliar as
perspetivas dos participantes em relação ao consumo de
vestuário. As conclusões retratam na sua maioria o que os
autores retratam no quadro teórico. Os pontos positivos que
verificámos nos canais offline foram a possibilidade de se
poder experimentar e ver os produtos, mas pelo contrário o
gasto de tempo e a falta de comodidade foram apontados como
pontos negativos. No online, os pontos positivos foram a
poupança de tempo e a comodidade e os negativos foram a
confiança e a impossibilidade de poder experimentar o
produto. No que toca à compra de vestuário, o mais importante
para a geração X é o preço e para a geração Z é a qualidade.
Por fim, o tipo de perfil de consumidor da geração X revela um
gosto pela qualidade, a fidelização a uma marca e, ao mesmo
tempo, a procura de preços baixos e na geração Z, os
consumidores evidenciaram uma procura de qualidade e
preços baixos. Surpreendentemente, concluímos que existe
uma grande aproximação entre as duas gerações.
Due to the sharp growth of digital commerce in relation to physical commerce, companies must be constantly evolving so consumers opt for them. Therefore, they should know the different types of customers in both offline and online channels. There needs to be a deep understanding of the transactional channels and the different generations, intertwining them, and also considering how to captivate and deliver the best information and products to each buyer profile. Our investigation’s main goal was to compare Generation X and Z consumers’ clothing buying behaviour in online and offline channels. For that matter, a type of qualitative research was utilized, the Focus Group tool, in order to evaluate the participants’ perspectives concerning the consumption of clothing. The conclusions portray, in their majority, what the authors depict in the theoretical framework. The advantages that we found in the offline channels were the possibility to try on and be able to see the products, whereas the time wasted, and the inconvenience were pinpointed as disadvantages. At the online channels, in the other hand, the advantages that were registered were the time saved and the convenience, but they lacked thrust and showcase the inability to be able to try on the product. When it comes to clothing, the most important aspect for Generation X is the price and for Generation Z, the quality. Lastly, the average consumer profile of Generation X reveals a preference for quality, brand loyalty and, at the same time, the search for low prices, while Generation Z consumers manifest a taste for quality and low prices. Surprisingly, we conclude that there is a great proximity between the two generations.
Due to the sharp growth of digital commerce in relation to physical commerce, companies must be constantly evolving so consumers opt for them. Therefore, they should know the different types of customers in both offline and online channels. There needs to be a deep understanding of the transactional channels and the different generations, intertwining them, and also considering how to captivate and deliver the best information and products to each buyer profile. Our investigation’s main goal was to compare Generation X and Z consumers’ clothing buying behaviour in online and offline channels. For that matter, a type of qualitative research was utilized, the Focus Group tool, in order to evaluate the participants’ perspectives concerning the consumption of clothing. The conclusions portray, in their majority, what the authors depict in the theoretical framework. The advantages that we found in the offline channels were the possibility to try on and be able to see the products, whereas the time wasted, and the inconvenience were pinpointed as disadvantages. At the online channels, in the other hand, the advantages that were registered were the time saved and the convenience, but they lacked thrust and showcase the inability to be able to try on the product. When it comes to clothing, the most important aspect for Generation X is the price and for Generation Z, the quality. Lastly, the average consumer profile of Generation X reveals a preference for quality, brand loyalty and, at the same time, the search for low prices, while Generation Z consumers manifest a taste for quality and low prices. Surprisingly, we conclude that there is a great proximity between the two generations.
Description
Keywords
Comportamento do consumidor offline Comportamento do consumidor online Geração X Geração Z Vestuário