Features of Consumer Behavior of Generation Z in the Russian Market of Online Goods and Services on the Example of the Gold Apple Store

Student: Ekaterina Kulikova

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Final Grade: 7

Year of Graduation: 2024

With the rapid development of technology and the increase in offers on the Internet, companies are forced to respond to changes in the behavior of their consumers. Generation Z, who grew up in the world of the Internet and social networks, have their own specific preferences and habits that influence the choice of goods and services, including in the field of cosmetic products. Understanding the consumer behavior of this generation is becoming a key success factor for a company promoting products in the online market.

Full text (added May 26, 2024)

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