 Navigating the Shifting Outdoor Equipment Market: Oztent’s Challenges and Opportunities in Engaging Generation Z Consumers During the COVID-19 PandemicYujie Long ()
A chapter in Proceedings of the 2024 3rd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2024), 2024, pp 63-70 from Springer Abstract: Abstract This study explores the challenges and opportunities for Oztent, an Australian outdoor equipment brand, in the changing outdoor equipment market during COVID-19. It aims to understand Generation Z consumer preferences and perceptions of Oztent’s camping products. The findings reveal that Gen Z respondents have limited awareness of the brand, highlighting the need for Oztent to prioritize product quality, engage with younger demographics on social media, and align product attributes with consumer values. The study underscores the significance of targeted brand recognition strategies and effective marketing communication through digital platforms to enhance brand awareness and loyalty among Generation Z consumers. Keywords: Outdoor equipment market; COVID-19; Generation Z; Consumer preferences; Brand awareness; Social media Marketing communication (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-548-5_9 Ordering information: This item can be ordered from DOI: 10.2991/978-94-6463-548-5_9 Access Statistics for this chapter More chapters in Advances in Economics, Business and Management Research from Springer |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.