Exploring Drivers Of Grocery Retail Patronage Within The Generation Z Segment



Abrams, Robbie

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University of Guelph


This research aims to improve the capacity in which grocery retailer patronage can be explained from the perspective of generation Z consumers. As this young and underrepresented demographic grows, the grocery retail industry will need to adapt to the changing preferences of their consumers. Using a methodology which combines survey and conjoint testing, drivers of patronage influencing generation Z consumer retail choices are identified and analyzed through comparisons of their utility. The findings from this research offer firms in the Canadian grocery industry an opportunity to build their profile on generation Z consumers in order to improve their appeal and provide a better service to younger consumers as the national grocery shopping environment continues to evolve.



Generation Z, conjoint, grocery, patronage