“HEAD OR HEART –

MARKETING TO THE (NEW)

GENERATION”

UNDER THE GUIDANCE OF: Dr. POOJA BAHL

SUBMITTED BY: JAISHREE
Enrollment No: 35515903921
MBA, Semester II
Batch 2020– 2022
 INTRODUCTION
Generation Z includes those born in the mid-1990s
to the early 2000s.More specifically, Gen Z is
today’s teenagers and those in their early 20s. That
means the oldest members of Generation Z are in
college or just graduating. For businesses, this is
key. It means that the generations after Millennial are
starting to enter the workforce – and as their earning
power increases, so will their buying power. So,
regardless of your niche market, Generation Z represents
a huge opportunity for sustainable business growth.
 GENERATION Z STATISTICS
• Gen Z-ers spend 8+ hours a day online.

• 95% of teens report they have a smartphone or access to one.

• Over 32% of Gen Z transactions happen on a mobile device.

• 31.8% of Gen Z-ers would like to receive emails from brands a couple of times a
week.

• 55% of Gen Z use their smartphones for 5 or more hours a day.

• 33% of Gen Z were persuaded to buy something after seeing it on social media.

• 43% of Gen Z-ers would participate in a product review.

• Good company ratings and reviews make 62% of Gen Z feel confident to buy.
 LITERATURE REVIEW
• Branca G. (2021), Head or Heart? A comparative of the factors
influencing sustainable consumption intention in two
generational cohorts primary objective is To examine the intention
to engage in sustainable consumption of Millennials and Generation
Z. The purpose of this paper is to investigate the motivational
drivers of sustainable consumption intentions of two generational
cohorts, namely, Millennials and generation Z.

• Damien Chaney ( 2017), Marketing to the (new) generations

Marketing to the (new) generations primary objective is To know
how marketing researchers and managers may connect the concept
to strategic and operational marketing. The aim of this report and of
the special issue is to revisit this old but still so promising concept,
and to build connections with strategic marketing major concepts.
The issue hosts several papers addressing various aspects of the
relationship between generations and marketing practices.
 CONTD.
• Emilie Slootweg and Bill Rowson*,(2018) My generation: A
review of marketing strategies on different age groups- To study
about how generations influenced with both traditional and online
marketing strategies. this paper will show that different age group
shows a strong preference for online marketing, and consists of
mainly digital natives, and social media and online marketing
strategies .
• Ljupka Naumovska ,(2017) Marketing Communication
Strategies for Generation Y – Millennials To analyze how market
segment has developed differently from previous generations This
particular interest for research of Millennials continues due to
questions concerning buying habits, consumer psychology and other
related specifics, shaping this group as noticeably different in
various means from its predecessors.
 OBJECTIVES OF THE STUDY

• To understand that how today’s generation makes purchase

decision.

• To analyze which factor is more important for today’s

generation.

• To provide strategies to marketers while they are marketing to

generation.
 RESEARCH
METHODOLOGY
METHOD OF DATA COLLECTION
• The method used is survey which was done through Google forms
which was circulated on 10th June 2022 to 20th June 2022
• The technique used for collecting data was questionnaire .

RESEARCH DESIGN : Descriptive research

SAMPLE DESIGN
• Sample unit: the data has been collected from college and school
student
• Sample size: 250
• Method: purposive sampling method was used so that opinion
collected is not biased.
DATA COLLECTION AND
ANALYSIS
KMO TEST
 TOTAL VARIABLE
EXPLAINED TEST
ROTATED COMPONENT MATRIX
ANALYSIS TEST
 FINDINGS
• 0.783 of respondents prefer engaging with brand on social media more than any
other channel.

• Through EFA it’s analyzed that 0.727 of respondents prefer promotional

advertisement on Snapchat.

• Through factor analysis it analyzed that 0.700 of respondents use social media to
know more about the new products.

• Through EFA it’s analyzed that 0.669 of respondents are persuaded to buy
something after seeing it on Instagram.

• 0.637 of respondents refer product rating and review prior to purchase.

• It analysis though EFA that the 0.626 of respondents prefers to get personalized
message to get information about brands.

• 0.275 of respondents believe on email marketing. It is important but marketer can

consider it at last.
 SCOPE OF THE STUDY
• The importance of analyzing and identifying
marketing factors that influence the Generation
Z what he or she decides to purchase is vital.

• This study beneficial for the marketers in

making the strategy to fulfill the need of
Generation Z through the knowing of attitude
and satisfaction level by buying behavior .
 SUGGESTIONS
• Marketers can promote more products on social media rather than any other
channel.

• Marketer can consider rating and reviews about products oftenly to know about
what customers want.

• More personalized message deliver to customer because it is preferred by customer

only to know more about the brand.

• Through snapchat, the marketer can advertise on snapchat with traditional ads,
branded filters and lenses or geotags.

• Marketer can consistently posting, sharing and conversing with the customer not
only builds the following but it helps bring credibility to the brand.

• Through instgram, paid advertisement can be another effective way for marketer to
connect with potential customer.
 LIMITATIONS
• The study has been done among generation Z living in
metropolitan city like Delhi. The study cannot be generalized among
youth in the country because demographic differences have
significant impact on individual’s behavior.

• The sample size is limited to respondents therefore, the result of the

study cannot be considered as universal.

• Findings of the research are based on the assumption that the

respondents have given correct information.

• Time available for doing the research was less.

• Some respondents show very less interest.

 CONCLUSION
• There is general agreement that digital media greatly impacted the way a
marketer reaches Generation Z customer. Also, the personal and honest
marketing concept has created new trends in creative business widely
accepted and shared by Generation Z.

• Hence, the successful model for integrated marketing communication for

targeting Generation Z is based on media mix with predominant digital
media and social platforms. Creative message that is personal and
emotional, if possible containing elements of fun and humor including clear
visuals and graphic.

• The course of the communication will remain interactive and personal in

future. Having said that, the brands and advertisers carried by marketing
preferences of the Generation Z who are about to be the biggest capital
holders and decision makers have a challenge to address differently and
more profoundly containing greater cause and advocacy than just selling
the product.
THANK YOU
PLAGIARISM REPORT
CONTD