ПОКОЛІННЯ ЗУМЕРІВ ЯК КАТЕГОРІЯ СПОЖИВАЧІВ РОЗДРІБНОЇ ТОРГІВЛІ: ДОСЛІДЖЕННЯ ПОВЕДІНКИ, СЕГМЕНТАЦІЯ АУДИТОРІЇ В УКРАЇНІ

Abstract

In today's fast-paced market environment, understanding and analyzing consumer behaviour across different generations are critical components of successful business management. Of particular importance is the examination of the Zoomer Generation, representing the youthful segment of consumers who have come of age amidst technological advancements, the internet revolution, and globalization. Zoomers constitute a relatively new market segment with unique characteristics that are evolving rapidly. With a significant portion of Ukrainian youth already possessing financial capabilities, Zoomers are poised to become a primary target audience for numerous brands in the foreseeable future. Therefore, given the rapid advancements in technology and shifts in socio-cultural landscapes, comprehending the behaviour and preferences of the Zoomer generation stands as a crucial element in devising effective business development strategies within the retail sector. The aim of the article is to investigate the behaviour traits of Zoomers and their segmentation within the Ukrainian market to foster successful engagement with this consumer segment amidst emerging opportunities in retail trade. Methodology. The research builds upon the theoretical and methodological frameworks established by both local and international scholars in the realm of marketing research on consumer behaviour and the practical deployment of segmentation strategies. The information base encompasses a range of sources including scientific, economic, and reference literature, contributions from prominent domestic and international scholars, methodological resources, information portals, and relevant periodicals. Various methods and approaches were employed, such as system analysis and theoretical synthesis to delve into the characteristics of the Zoomer generation, analytical and synthetic methods to assess market volumes concerning the Zoomer demographic, in-depth interviews to delve into the consumer behaviour intricacies of Ukrainian Zoomers, and multiple segmentation techniques for effectively categorizing the Zoomer generation's audience. Results. The article highlights the distinguishing features of Zoomers as consumers, setting them apart from other generations with their agility, adaptability, openness to gender and racial equality, extensive tech literacy, embracement of the new, collaborative mindset redirecting mass criticism into collective actions, yet facing challenges in cultivating critical thinking skills due to constant media multitasking leading to chronic distractions. Market assessments focusing on the Zoomer audience in Ukraine revealed high ownership of smartphones (96%), extensive social media usage (83%), and a preference for online shopping (62%), with YouTube, Instagram, and TikTok being the preferred social platforms. Furthermore, a series of in-depth interviews uncovered insights into Ukrainian Zoomers' preferences, showcasing a strong inclination towards immediate consumption, elucidating primary motives driving both online and offline purchases. Criteria for segmentation (age, gender, ethnicity, education, income, lifestyle, and psychographic traits) were identified for Generation Z, delineating their profiles and furnishing valuable insights into their preferences, behaviours, and needs. This segmentation aids marketers in tailoring targeted marketing strategies to effectively engage with this audience. The scientific novelty lies in deepening the understanding of the behaviour of Generation Z consumers in the Ukrainian market, which, unlike existing ones, distinguishes their complex characteristics for effective interaction with this consumer group in the context of new opportunities for retail trade. The practical significance is determined by the application of the obtained results to develop more effective marketing strategies for Zoomer consumers, ensuring increased competitiveness of retail companies.