%0 Journal Article
%T GENERATION Z IN BRICK-AND-MORTAR STORES: A REVIEW AND
RESEARCH PROPOSITIONS
%A Vojvodi£¿
%A Katija
%J -
%D 2019
%R 10.22598/pi-be/2019.13.1.105
%X Sa£¿etak Unlike the earlier generational cohorts of Baby Boomers, Generation X, and Generation Y, the Generation Z (known as post-millennial generation) is still underresearched topic in the context of their retail-related behaviour. Although there are notable distinctions between the generations, it can be argued that each generational cohort affects the way traditional brick-and-mortar retailers do business. In addition, traditional retail is facing increasing competition, particularly from online retailers. Furthermore, shopping habits strongly reshape the retail industry, so brick-and-mortar retailers need to adapt their strategies to meet the requirements of today¡¯s rapidly changing consumers. Drawing on the previous literature, the purpose of this paper is to identify the main features of the post-millennial generation in brick-and-mortar retail settings. Furthermore, the paper develops a framework that can both guide future research and help traditional brick-and-mortar retailers to better target the postmillennial generation. As far as traditional retailers are concerned, the proper approach to Generation Z cohort seems to be essential to capture this market segment more effectively and to improve their overall in-store shopping experience
%K brick-and-mortar retailers
%K Generation Z
%K consumer behaviour.
%U https://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=323019