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Description

This paper studies the first generation of the twenty-first century i.e. Generation Z and highlights their characteristics and consumer behaviour. It also talks about their social media habits and how marketers can understand their purchase behaviour and devise their strategies accordingly. The results show that there is a significant difference in the amount of time spent on social media with respect to gender. There is a significant relation between influence to buy a product and demographic variables like age and education. Similarly, there is a significant relation between the social media app used most often and demographic variables like gender and education. Females find entertaining and informative content most interesting while males find educational content most interesting. Videos, articles and images are liked more by females while webinars and podcasts are liked more by males.