A Comparative Study on the Buying Behaviour of Generation Z and Millennials
This study explores generational differences in consumer behaviour by comparing Generation Z (Gen Z) and Millennials in the Indian context. Using a quantitative research design, data was collected from 60 respondents (25 Gen Z and 35 Millennials) through a structured questionnaire administrated via Google Forms. The study tested five hypotheses concentrating on brand loyalty, social […]
