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What is Understanding Gen Z about?

The document summarizes research into the motivations of Generation Z consumers for purchasing product dupes. It describes conducting qualitative interviews with 9 Generation Z participants to understand their product knowledge, reasons for choosing dupes, perceptions of dupes, and attitudes towards brand loyalty. Key findings were that price is a major factor, but quality, value for money, and satisfaction with dupes also influence decisions. Some regret dupes due to quality differences compared to origina

Author

api-726709545

Language

EN