Question

Identify any historical data of the selected group of Gen Z, and describe what role that culture or subculture plays on the group's consumer behavior
Detail any group identifiers
Describe the role of group dynamics and the role that these groups play on consumer behavior of the selected group Gen Z
Discuss the group’s decision-making process to include:
Explaining alternative evaluations
Describing what a company/product can do to improve sales
Explaining post-purchase dissonance and how it might affect sales
Recommending techniques for reversing alternative evaluation and post-purchase dissonance

Answer 1

As per the historical data of the selected group of Gen Z, the role that culture plays on the group's consumer behaviour is the generation prefers brands which are accessible, easy to connect, endorse diversity and value ethics. The generation is digital savvy and connected through mobile and social networks.

Group Identifiers for Gen Z are they prefer individuality and self expression. They are liberal, communicate across different networks and for different causes and are not bounded to a particular approach as they like experimental, have an open attitude and accept different opinions. They are digitally connected through seamless networks and are involved in pragmatic decision making compared to previous generations through gathering large amount of information and dialogues.They are more idealistic and appreciate transparency and sharing of information.

The role of group dynamics is important in consumer behaviour as they influence in purchase decisions through trust, peer and social status, familiarity and exposure to the brand apart from the usual promotion channels. Group dynamics leads to affiliation purchasing when consumers identify in groups for a cause. Group dynamics influence purchase decisions as they have common interests and acceptance of mutual beliefs .

These groups plan an important role on consumer behaviour of Gen Z as they are highly networked generation connected through Internet and social networks. The consumers are likely to buy things based on recommendation of friends and show their interest in the information shared through their networks. They identify with causes as they like self expression and connect with diverse mindsets so concepts and brands which allow self identity and expression interests them as well as groups which promote causes as per their personal beliefs.

The group's decision making process involves making decisions based on accessible information and making purchases based on self expression. The group is open to dialogue and like communication to find out more about before their purchase as they are realistic in nature for brands to consider in consumer decision making process. A company or brand showing a more inclusive approach appeals more to Gen Z. Companies and brands promoting diversity and supports self expression through customisation have more chances to be purchased by Gen Z in alternative evaluation.

In cases of post purchase dissonance the brands which are ethical and transparent in their approach are more likely to resonate with the preferences of Gen Z. Any discrepancy in product or quality by the brand is acceptable if the company is open for correction or replacement. With high value for awareness and information, the consumers belonging to Gen Z are more reasonable in their purchase and prefer idealistic approach by the companies.