Análisis del comportamiento del consumidor centenial (Generación Z) en plataformas digitales post-pandemia.

Abstract

The present research aims to analyze the behavior of the centenial consumer on digital platforms post-pandemic, where it will be possible to identify different consumer profiles, define the main factors influencing consumer behavior, and determine the strategies and motivations that could increase the use of digital platforms in this generation. For the development of the research within the theoretical framework, various theories, definitions, and concepts from experts will be addressed to establish a baseline that allows the formulation of different motives and purchasing decisions of the centenial consumer. Based on the gathered information, the research methodology will be designed, including the respective proposal of quantitative and qualitative study techniques and tools for the specific analysis of centenial consumer behavior on digital platforms post-pandemic. Additionally, the results from market research will be evaluated to identify the profile, factors, and motivations for the purchase of centenial. Among the findings, the study begins with a descriptive analysis of variables and an interpretative analysis of cross variables. It also examines the findings from interviews with experts in the field of digital marketing, where a more specific perspective on changes in centenial' purchasing behavior was obtained. The study explores the most commonly used digital platforms in different age ranges and the future expectations that this generation has for brands. Finally, recommendations are made regarding the proposed consumer profiles.