Research on the Behavior Characteristics and Marketing Strategies of Generation Z Based on the Freshly-made Beverage Industry

Abstract

Since Chinese Generation Z is entering the workforce, their consumption power will increase dramatically in the future. For them, who have grown up in the freshly-made beverage culture and Internet culture, traditional freshly-made drink products and marketing strategies may not be as effective as they once were. Based on this background, this paper uses the Heth-Newman-Gross consumption value model and conducts a study through a questionnaire. Based on the findings, we propose suggestions for further consumer positioning, product development, and marketing in the freshly-made beverage industry. The paper also provides a direction for further research for readers who want to study the Chinese Generation Z. Further research could be conducted on the marketing of Gen Z products from a social media perspective or on the consumer behavior of Gen Z in the freshly-made beverage industry. It proposes suggestions and further research directions for practitioners in the freshly-made beverage industry and scholars of Generation Z.