Abstract

This capstone project examines the consumer behavior of Generation Z in Kosovo by analyzing their purchasing preferences and brand engagement. The Generation Z demographic, which includes individuals born between 1996 and 2010, is the focus of this study. This generation is characterized by digital savviness and a significant influence from social media platforms, shaping their purchasing decisions and brand engagement. Generation Z’s behavior is often marked by a preference for online shopping, collaborative marketing approaches, and sustainability, making it essential to understand these factors in the context of Kosovo. The data for analyzing Generation Z’s consumer behavior were collected through an online survey, which gathered responses from 142 participants. This primary data collection was supplemented by existing research and literature. Secondary data played an important role in developing the research framework and understanding broader trends in digital engagement, social media influence, and consumer decision-making. These insights guided the interpretation of the primary data and improved the overall research. The findings from this study reveal important factors influencing Kosovo’s Generation Z consumer behavior, such as digital engagement, the overall impact of social media, and a strong preference for brands that align with social and environmental values. These findings provide insights for businesses seeking to modify their marketing strategies for this demographic, highlighting the importance of authenticity, social responsibility, and online presence. Based on these findings, recommendations are provided for marketers aiming to reach and engage with Generation Z. The study acknowledges certain limitations, primarily related to the online survey format. As a result, there is the possibility of overrepresenting more digitally-savvy respondents, which may lead to overlooking segments of Kosovo's Generation Z that are less engaged with online platforms. Despite these limitations, the study provides a foundation for understanding the consumer behavior of Kosovo's Generation Z.

Publication Date

7-2025

Document Type

Senior Project

Student Type

Undergraduate

Advisor

Venera Demukaj

Advisor/Committee Member

Diellza Gashi Tresi

Advisor/Committee Member

Dita Dobranja

Campus

RIT Kosovo

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