Generation Z – A New Type of Consumers
Generation Z – A New Type of Consumers

Summary/Abstract: The article presents the social behaviour of those youngsters belonging to Generation Z, that have also different preferences in consumption and a different way of making decisions related to the purchasing process. The objectives of the research are: identify a pattern of the social behavior of Generation Z, understand this behaviour in the context of a purchasing role the youngsters play in their quality as consumers or at least as influencers, offer some guidelines for the companies in order to maximize the marketing efforts addressed to this target. The research methodology is based on a survey conducted in July 2016 on a number of 111 youngsters. The results are useful for those working with Generation Z or targeting them in different marketing campaigns.

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