Purchase preferences of the Z generation via digital channels

In this period of development of technology and the spread of digital channels, the producer has been in search of new market and the purchasing habits of the generation of z has taken a different understanding from the previous generations and has started to direct the manufacturer to influencer marketing. Factors that push the generation of Z through digital channels are; The availability of large product scale, easy replacement of products, campaigns in digital shopping channels and the facilities provided in purchasing have increased the attractiveness of digital channels. Along with the increase in the demand for virtual markets, they started to be included in the competition through digital channels in new enterprises as well as the market leader companies in their category. Producers who want to take place in the market through digital channels enriched their product portfolios and tried to get share from this big market they are partners in. If it is thought that the children of the Z generation will play a superior role in the purchase of digital channels in the coming periods, producers should produce and market the products according to the preferences and tastes of the Z generation in the products they will offer to the market. In the research conducted within the scope of the study, purchasing activities of the Z generation through digital channels were handled within the framework of 7p and the research was reached according to the information obtained from the Z generation adapted to the technology. As a result of the research, it has been found that the mentioned variables are more reliant on social media resources than the real resources in the purchase of the Z generation over digital channels and that the trust of social media resources in the purchase stage through digital channels is higher than the sales consultants and television advertisements. This study presents findings about the preferences of the Z generation of children over digital channels.