CONSUMPTION DYNAMIC OF GENERATION Z: AN EMPIRICAL INVESTIGATION.

Consumer behaviour has significantly evolved due to digital transformation and changing lifestyles. Among various generations, Generation Z stands out because of its strong digital presence and increasing purchasing power. This study analyzes the consumption dynamics of Gen Z in a rapidly changing digital environment.

The research focuses on key factors influencing their purchase decisions, such as social media, brand perception, and price sensitivity. Data was collected using a structured questionnaire and analyzed through a quantitative approach.

Findings reveal that digital platforms, especially social media and online reviews, strongly influence Gen Z consumers. They are value-conscious, compare options before buying, and are influenced by trends and peer opinions. Brand loyalty is relatively low, as they are open to trying new products.

The study emphasizes the need for digital marketing strategies, personalized communication, and value-based offerings to effectively engage Gen Z consumers.

KEYWORDS:

 Generation Z, Consumer Behaviour, Consumption Dynamics, Social Media Influence, Digital Marketing, Brand Perception, Price Sensitivity, Online Shopping, Purchase Decision, E-commerce.

 Generation Z Consumer Behaviour Consumption Dynamics Social Media Influence Digital Marketing Brand Perception Price Sensitivity Online Shopping Purchase Decision E-commerce.