Geração Z: suas características e tendências de produtos para despertar desejos e atender necessidades

Abstract

The intent of this paper was to analyze behavioral characteristics generation Z individuals as well as the product trends aimed at rousing their desires and meeting their consumer needs. In order to identify their target characteristics, a comparison between earlier generations and generation Z was made, analyzing any historical interferences, where the traditional generations were looked at, baby boomers, generation X, Y, and finally generation Z, in order to justify their differences. In addition, consumer behavior and necessary product aspects needed to arouse public interest were also analyzed. These concepts make up the initial basis of this study, providing a general understanding based on which a survey was conducted to test the considered hypotheses. To support these points, a non-probabilistic quantitative exploratory research was conducted with generation Z individuals to determine if their characteristics, raised in the theoretical framework, which are freedom, customization, skepticism, integrity, collaboration, entertainment, speed, innovation and concern for the environment, are consistent with the hypotheses. In fact, it was found that the characteristics presented coincide with the research, considering the age group in question. The method used in the quantitative research was not probabilistic and it was not possible to calculate a sample error or a confidence level, thus the findings can only be applied to this research group and cannot be extrapolated to the population. In the end, it was possible to identify and better understand the behavioral characteristics of generation Z individuals as well as which product trends are most sought after by this new consumer profile