Article author:
Daniela Kollárová, Miriama Koliščáková, Andrej Trnka
Year the article was released:
2023
Edition in this Year:
1
Article abstract:
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 brickand-
mortar stores.
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 brickand-
mortar stores.
Keywords: Generation Z, communication, mobile phone, retail