Mulheres da geração Z e sua jornada de compra: experiência de consumo no varejo de confecções

Abstract

This study aims to investigate the retail shopping experience of apparel, through mapping the consumption journey of Generation Z women, belonging to the Celeiro and Northwest regions of Rio Grande do Sul. The study is exploratory, descriptive, applied, bibliographical research and is also characterized as field research, with a qualitative approach. It began with the realization of the focus group, in which the Google Meet tool was used for a conversation with 6 women. After data collection, it was performed using the survey method, with the application of an online questionnaire, as the study took place in the midst of the Covid-19 pandemic. The sample consisted of 62 consumers of Generation Z between 18 and 23 ears old, belonging to the municipalities of Boa Vista do Buricá, Braga, Campo Novo, Cândido Godói, Nova Candelária, Santo Augusto, São José do Inhacorá, São Martinho, Três de Maio and Três Passos, belonging to the Celeiro and Northwest regions of the state of Rio Grande do Sul. Both to apply the questionnaire and to carry out the focus group, the same demographic and geographic segmentation was used. It can be concluded from the study that women belonging to Generation Z value very much for excellent service in clothing stores, for a clean, organized environment, with attractive windows. The need to buy clothes is for everyday life, some commemorative date, for work or partying. As this is a connected generation, the first contact they have with the store ends up being through social networks, although they prefer o shop in physical stores. The mapping of the purchase journey performed is an effective marketing management tool to help managers in creating a differentiated and pleasurable shopping experience for Generation Z consumers.