Abstract:

The two main research topics in this paper are Generation Z and consumer decision making models.

Generation Z refers to those born after approximately 1995, this generation is defined by an

upbringing surrounded by technology leading to greater interconnectedness. Research on

Generation Z is fairly limited as technological developments have been so rapid, its difficult for

researchers to keep up with modern and up to date data. Aside from large research gaps, Gen Z is

often misunderstood or found different to comprehend, as this generation is the only one to not

remember a time before more sophisticated technology such as smart phones. This can lead

Generation Z to be alienated or ignored, with a lack of insight into Gen Z consumer behaviour. The

attempt to predict consumer behaviour has led to the development of a myriad of models over the

years, with core models still being widely taught to marketing students today. The standard model

consists of 1) awareness or need recognition, 2) information search, 3) evaluation of options or

alternatives, 4) purchase decision, and 5) post-purchase valuation. Many models have been based

on this framework, however it was developed before a number of technological advancements were

made which have now changed aspects of decision making. These subjects are being researched in

conjunction, in order to define how Generation Zs decision making process is different to those in

previous generations. Recently, these models have been reviewed, reconstructed and reinvented

due to findings indicating a change in the way consumers move through the purchase process.

Technology is a huge factor in influencing this change, consumers have more options and

information than ever and a choice in which stream they decide to purchase goods; which in turn

influences behaviour. Secondary data was collected for this proposal, using multiple search

databases. The majority of data was drawn from peer reviewed articles. Textbooks and websites

were also utilised.