Abstract:
This research paper reports on the exploratory study into the segmentation and
targeting techniques and variables regarding the Generation-Z population of South
African, focusing on the retail clothing/apparel Industry.
The primary focus of the revolved around understanding the consumer behaviour and
purchasing decision triggers amongst the Generation-Z market segment. The
secondary outcomes of the research were establishing how segmentation and
profiling in the South African clothing retail market was done and whether or not it can
be done more effectively and efficiently by forming stronger bonds with Generation-Z
through the understanding by brands and companies of what value and
meaningfulness means to target population.
The problem this research addressed was the disconnection between Generation-Z
and Brands due to the prediction that segmenting, targeting and profiling techniques
were outdated and missed important variables when it came to Generation -Z. This
research aims to explore if there is a need to bridge the gap between Brands and how
they target and advertise to Generation-Z with the goal of accurately profiling the
Generation-Z market segment.
The research was predominantly exploratory with aspects of causal evaluations to
effectively deduce conclusions and outcomes. Previous articles, online sources,
journals and documents were reviewed with primary and secondary research being
conducted in the form of surveys, interviews and case study analysis.
Findings included the questions the Generation-Z population segment intrinsically
consider when interacting with brands, addressing of if there is in-fact a disconnection
between brands and the population segment, what media channels resonate best with
the group and insights into segmentation and targeting variables that could lead to
greater communications strategies and results for retail clothing brands in South
Africa.
