MOBILE PHONE AS A MEANS OF COMMUNICATION WITH GENERATION Z CONSUMERS IN RETAIL

Abstract

The aim of the research was to determine the extent and purpose of using mobile phones by Generation Z consumers before, during and after shopping in brick-and-mortar stores. The stratified group consisted of 785 residents of the Slovak Republic born between 1997 and 2012 inclusive. The survey has been conducted using the inquiry method - an online questionnaire based on the Google Forms platform. The questions were formulated into three logically interconnected parts: the purpose of using the mobile phone by the respondents in the phase before, during and after the purchase in a brick-and-mortar store. In addition, we also examined the respondents’ activity on social networks during the purchase in the brick-and-mortar store and, finally, demographic data. We formulated two hypotheses and three assumptions. One hypothesis and one assumption were confirmed. On the contrary, one hypothesis was disproved, and two assumptions were not confirmed. The hypothesis focused on the relationship between the main ways of using a mobile phone and the activity on social networks during shopping in a brick-and-mortar store was confirmed. The hypothesis focused on the relationship between the gender of consumers and the use of a mobile phone during shopping in a brick-and-mortar store was disproved. The assumption regarding the use of a mobile phone while shopping for food in a brick-and-mortar store for the purpose of comparing product prices was confirmed. The assumption regarding the use of a mobile phone while shopping for consumer electronics in order to search for product information was not confirmed. Likewise, the assumption regarding the use of a mobile phone while shopping for clothes in a brick-and-mortar store in order to connect with friends or acquaintances in order to ask for their advice was not confirmed. These findings are beneficial for retail practice operating a chain of brick-and-mortar stores.