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

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.