Izvorni znanstveni članak
THE INFLUENCE OF DIRECT MARKETING COMMUNICATION ON GENERATION Z CONSUMERS WHEN PURCHASING PET PRODUCTS
Samanta Kocijan
; Sveučilište Sjever, Jurja Križanića 31b, 42000 Varaždin, Hrvatska
Dijana Vuković
orcid.org/0000-0003-2900-1210
; Sveučilište Sjever, Jurja Križanića 31b, 42000 Varaždin, Hrvatska
Boris Jurič
; Međimursko veleučilište Čakovec, Ul. bana Josipa Jelačića 22a, 40000 Čakovec, Hrvatska
Sažetak
The paper is based on the hypothesis that members of Generation Z, influenced by contemporary direct marketing communication and relative to their financial power, are willing to allocate increasingly larger sums of money to improve the quality of life for their pets. The aim of the paper is to investigate how contemporary direct communication targeted at Generation Z consumers affects the creation of their demand for pet products. Special focus is placed on Generation Z consumers because they have grown up (or are growing up) with technology and do not know daily life without constant online connectivity. This makes it important to understand their consumer behavior, which may significantly differ from that of previous generations.To test the hypothesis, a quantitative survey was conducted. A relevant sample of 189 respondents, fitting the profile suitable for the research, was selected. The results of the research indicate that Generation Z, influenced by contemporary direct marketing communication, is inclined to allocate increasing financial resources to products perceived as beneficial for their pets, with a tendency to purchase the same brand regardless of the price.
The value of the obtained results is reflected in the fact that this generation will represent an increasingly larger share of consumers in the future, making it crucial to research this area.
Ključne riječi
communication; direct marketing communication; Generation Z; consumer behavior; pet marketing
Hrčak ID:
328987
URI
Datum izdavanja:
6.3.2025.
Posjeta: 809 *