Purchase Preference of Generation Z: A comparison with Gen Y and Gen X

Abstract

Marketers, academicians, and researchers all remain interested in knowing how a specific generation behaves, specifically related to consumption practices and brand preferences This study tries to understand the Purchase Preference for Branded Products of three generations Gen Z, Gen Y, and Gen X. It further tries to understand whether the type of product category affects the Purchase Preference of these generations. Generation Z seems to be more brand oriented in its purchase preferences in comparison to Gen Y and Gen X but the difference is more with the older generation of Gen X rather than with Gen Y, with which it may have a difference in degree. The difference is more between Gen Z and Gen X and to some extent between Gen Y and Gen X and to lesser extent between Gen Z and Gen Y.