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Consumer Decision-making Style of Gen Z: A Generational Cohort Analysis

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  • Packiaraj Thangavel
  • Pramod Pathak
  • Bibhas Chandra

Abstract

The media and consumer research groups have been keeping the Millennials in spotlight for many years now; perhaps it is time to turn some of the attention on Gen Z, which began its foray into mainstream consumption. This exploratory study examines the shopping orientation of Gen Z online shoppers using the generational cohort theory (GCT) as a framework and provides insights to e-retailers to understand how this generation approaches the online shopping. The penetration of Internet and accelerated growth of online shopping have enthused the e-retailers to offer a wide range of goods at greater efficiency than the traditional players. By cluster analysis (K-means) of nine online shopping orientation factors (two were eliminated prior due to low factor loading scores), four segments were identified: (a) ‘Economic-quality seekers’, (b) ‘Convenience shoppers’, (c) ‘Deal hunting-convenience seekers’ and (d) ‘Brand and quality conscious shoppers’, and the study profiled each segment based on the demographic data through chi-square analysis. Finally, implications for online retailers and marketing practitioners are enumerated towards the end of the article.

Suggested Citation

  • Packiaraj Thangavel & Pramod Pathak & Bibhas Chandra, 2022. "Consumer Decision-making Style of Gen Z: A Generational Cohort Analysis," Global Business Review, International Management Institute, vol. 23(3), pages 710-728, June.
    • Handle: RePEc:sae:globus:v:23:y:2022:i:3:p:710-728
    DOI: 10.1177/0972150919880128
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    References listed on IDEAS

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    2. Anna Wziatek-Stasko & Izabela Michalik & Jolita Vveinhardt, 2023. "Organizational Commitment in the Assessment of Employees of Different Generations: A Research Study," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 534-555.
    3. Sergiy Tkachuk & Szymon {L}ukasik & Anna Wr'oblewska, 2024. "Consumer Transactions Simulation through Generative Adversarial Networks," Papers 2408.03655, arXiv.org.
    4. Pei-Hsin Lin & Wun-Hwa Chen, 2022. "Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts," Sustainability, MDPI, vol. 14(14), pages 1-14, July.

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