Abstract

TANGO CUELLAR, Alvaro Raimundo; DALENCE VIDAL, Juan Pablo  and  GUTIERREZ CONDORI, Maren. Características del consumidor de la generación Z en la ciudad de Sucre. Investigación y Negocios [online]. 2016, vol.9, n.14, pp.93-101. ISSN 2521-2737.

Generations as consumers have always represented a very ¡mportant issue for organizations, since generations show a behavior that apears to be the same among the people that belongs to each one, ¡n Bolivia and specifically ¡n Sucre generational stuides are not pretty common, and are a subject a little bit unexplored for that reason organizations develop value offer based on their empirical knowledge or ¡n studies made abroad, this reasearch goes into this field of knowledge with the objective of making a characterization of generation Z, through the study in five dimensions: social rol, culture, marketing efforts, technology and enviroment perception, an scale was developed using already known marketing scales like: the susceptibility to ¡nterpersonal ¡nfluence, the list of values and skepticism towards advertising, also new scales were developed ¡n order to measure technology dependency and enviroment perception, the confiability and validity of the main scale were determined trough an Exploratory and Confirmatory Factorial Analisis, the results of the study determined the basis for the segmentation of this market and a consumer profile for each of the two determined segments was made.

Keywords : Generation Z; consumer behaviour; segmentation.

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