CONSUMER HABITS OF GENERATION Z

Ponašanje potrošača predmet je brojnih istraživanja. Poduzeća i marketeri istražuju ponašanje potrošača kako bi im mogli ponuditi proizvod koji će najbolje odgovarati njihovim potrebama. Svaki potrošač ima vlastite navike u pogledu kupnje, pa se poduzeća maksimalno nastoje prilagoditi. Generacija Z je moderna i u potpunosti digitalizirana skupina mladih ljudi, koji koriste tehnologiju i društvene mreže za sve svoje svakodnevne aktivnosti. To je generacija koja više vremena provodi online, nego u stvarnom svijetu, ali kao potrošači su vrlo zahtjevni, jer su svjesni štetnosti koje proizvodnja ima na okoliš, vode brigu o zdravlju i izgledu, spremni su platiti više za proizvod koji žele i za koji smatraju da odražava njihovu osobnost. U ovom radu istraživale su se navike potrošača generacije Z. Istraživanje je pokazalo kako su potrošači generacije Z vrlo skloni online kupovini, za koju smatraju da je sigurna, štedi vrijeme i novac te stvara manje stresa od fizičkog odlaska u prodavaonicu. Na potrošače generacije Z vrlo je teško utjecati jer su čvrsti u svojim stavovima i znaju što žele.Consumer behavior is the subject of numerous studies. Companies and marketers research consumer behavior in order to be able to offer them the product that will best suit their needs. Every consumer has their own buying habits, so companies try to adapt as much as possible. Generation Z is a modern and fully digitized group of young people, who use technology and social networks for all their daily activities. This is a generation that spends more time online than in the real world, but as consumers they are very demanding, because they are aware of the harm that production has on the environment, they take care of health and appearance, they are ready to pay more for the product they want and consider to reflect their personality. In this paper, the habits of consumers of generation Z were investigated. The research showed that consumers of generation Z are very inclined to online shopping, which they consider to be safe, saves time and money and creates less stress than physically going to a store. Generation Z consumers are very difficult to influence because they are firm in their opinions and know what they want