A personalização de produtos como ferramenta de marketing para geração Z: uma análise da marca Gocase

Abstract

The present work aims to analyze the consumption of personalized products concurrently with the construction of a Generation Z identity through marketing techniques adopted by Gocase. In this line of thinking, identity is built upon perceptions, emotions, principles, and beliefs that influence purchasing decisions, consumer behavior, and consumption choices, while Generation Z, composed of current youths aged 13 to 28, is known for reinforcing their values, personal identity, and social identity clearly, thus using customization as a vehicle for such expression. The methodological framework involved a bibliographic review and exploratory study on the themes of Dionysian marketing from Carrascoza's perspective (2004), consumer behavior as seen by Kotler and Keller (2012), and identity construction from Sartre's point of view (1997). In this context, it's possible to highlight that the company Gocase becomes an authority on the subject through its marketing strategies, employing emotional connection via a range of customizable products for consumers to express their identity and style.