Purchasing Behavior of Generation Z Consumers: An Empirical Study in Nagapattinam District
DOI:
https://doi.org/10.64137/31080030/IJFEMS-V2I2P103Keywords:
Generation Z, Purchasing Behavior, Consumer Behavior, Digital Marketing, Social Media Influence, Brand Loyalty, Promotional Strategies, Nagapattinam DistrictAbstract
Generation Z has emerged as a significant consumer segment with unique purchasing behavior influenced by digital exposure and evolving lifestyle patterns. This study aims to analyze the purchasing behavior of Generation Z consumers in Nagapattinam District and identify the key factors influencing their buying decisions. The study also examines the role of digital platforms, promotional activities, and brand-related factors in shaping consumer behavior. A descriptive research design was adopted, and primary data were collected from 200 respondents using a structured questionnaire based on a five-point Likert scale. Statistical tools such as percentage analysis, correlation, and regression analysis were used for data analysis. The findings reveal that most respondents exhibit moderate purchasing behavior and are highly influenced by digital platforms, social media, and promotional activities. Factors such as price, product quality, and brand reputation also significantly impact purchase decisions. The study concludes that digital influence and promotional strategies are the key drivers of Gen Z purchasing behavior. The study provides valuable insights for marketers to design effective, digital-focused strategies to attract and retain Generation Z consumers.
References
[1] U. A. Agarwal, “Examining the impact of social exchange relationships on innovative work behaviour,” Team Performance Management: An International Journal, vol. 20, no. 3/4, pp. 102–120, Jun. 2014, doi: https://doi.org/10.1108/tpm-01-2013-0004.
[2] J. Bhatnagar, “Talent management strategy of employee engagement in indian ITES employees: Key to retention,” Employee Relations, vol. 29, no. 6, pp. 640–663, Oct. 2007.
[3] S. Chandrasekar, “A study on impact of job satisfaction on productivity in the food industry,” Journal of the Maharaja Sayajirao University of Baroda, vol. 58, no. 1 IV, pp. 435–441, 2024.
[4] S. Chandrasekar, and R. Natarajan, “Statistical interpretations on stress management in KISCOL industry of Nagapattinam district. Journal of Computational and Theoretical Nanoscience, vol. 18, no. 3, pp. 620–626, 2021.
[5] S. Chandrasekar, and N. Kaliyaperumal, “Statistics analysis of the emotional intelligence of the employees with special reference to private industries in Nagapattinam district,” Our Heritage Journal, vol. 22. no. 1, pp. 755–763, 2020.
[6] P. Kotler and K. L. Keller, “Kotler, P. and Keller, K.L. (2012) Marketing Management. 14th Edition, Pearson Education. - References - Scientific Research Publishing,” www.scirp.org, 2012. https://www.scirp.org/reference/ReferencesPapers?ReferenceID=1839933
[7] Schiffman Leon G, Consumer Behavior, 11/e. 2015.
[8] M. Solomon, “Consumer Behavior Buying, Having, and Being Thirteenth Edition,” Nov. 2018. Available: https://www.pearsonhighered.com/assets/preface/0/1/3/5/0135225698.pdf
[9] P. Singh and N. Loncar, “Pay Satisfaction, Job Satisfaction and Turnover Intent,” Relations industrielles, vol. 65, no. 3, p. 470, 2010, doi: https://doi.org/10.7202/044892ar.
[10] K. Srinivasan, and P. Ilango, “Work stress and employee performance with special reference to manufacturing industries,” International Journal of Applied Research, vol. 2, no. 4, pp. 669–672, 2016.
