Volume : 10, Issue : 12, DEC 2024
AN ANALYSIS OF GEN Z’S ONLINE SHOPPING BEHAVIOR: WITH SPECIAL REFERENCE TO MADURAI CITY
DR. P. L. SAVITHREE, MS. A. SHARON JEYA CHRISTIE
Abstract
The rapid evolution of e-commerce has significantly transformed consumer buying behavior, particularly among Gen Z, a tech-savvy and digital-first generation. This study explores the factors influencing Gen Z’s online shopping patterns in Madurai City, highlighting convenience, product variety, pricing, and social influence. The research highlights how personalized marketing strategies, social media engagement, and peer recommendations initiative purchase decisions. Additionally, the study examines trust, digital payment preferences, and customer service as critical determinants of customer satisfaction and loyalty. Findings suggest that Gen Z in Madurai values continuous user experiences and is motivated by both functionality and brand attitude.
Keywords
GEN Z, ONLINE SHOPPING, CONSUMER BEHAVIOR, MADURAI CITY, E-COMMERCE, DIGITAL PAYMENTS, SOCIAL INFLUENCE, CUSTOMER LOYALTY, PERSONALIZED MARKETING, USER EXPERIENCE.
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