A STUDY ON MARKETING TO GEN Z: UNDERSTANDING THE PREFERENCE AND BEHAVIORS

Author(s)	Kirubasri.s, Dr. S. Pougajendy
Country	India
Abstract	This study adopts a descriptive research design to systematically explore the consumer behaviors and preferences of Generation Z. Primary data was collected through a structured questionnaire administered to 103 respondents. The questionnaire included Likert-scale, multiple-choice, and ranking questions to capture insights on factors such as price, quality, sustainability, and social media influence. Secondary data was sourced from scholarly articles, journals, and online resources.Quantitative analysis was performed using statistical tools like Chi-square tests, ANOVA, and Spearman correlation to examine relationships between variables and test hypotheses.The findings provide actionable insights into the influence of digital marketing, user-generated content, and sustainability on Gen Z’s purchasing decisions.
Keywords	Consumer Behavior, Social Media, Sustainability,Content Marketing
Field	Business Administration
Published In	Volume 6, Issue 6, November-December 2024
Published On	2024-12-27
DOI	https://doi.org/10.36948/ijfmr.2024.v06i06.33431
Short DOI	https://doi.org/g82gj8

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International Journal For Multidisciplinary Research