CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

2.1 Purchasing Behavior

According to the study conducted by Dulay, et.al., (2022) entitled “Generation

Y and Z Filipino Consumers’ Purchasing Behavior on Electronic Products in Shopee

and Lazada”, even if online marketplaces are becoming more and more popular in the

nation, Filipinos are either meticulous or careless when selecting a product. This study

explained and identified the most important purchase behaviors of electronic devices

on Shopee and Lazada to better understand how this epidemic has affected consumer

behavior variables over the long run for future research. Out of 300 respondents, 210

participants purchased an electronic product/s for their personal needs, and the

findings on most of the purchased electronic product/s in this study are

connection/charging cables. In order to achieve the objectives and collect information

through an online poll, the researchers carried out a quantitative descriptive-

comparative study. According to the findings, product-related details have the most

influence on Filipino customers' purchase decisions. Filipinos wanted to personally

test the electronic device, but they could not since they couldn't buy it online. It is

difficult to base purchasing decision on all of the product information, reviews, and

feedback from previous consumers.

Another study authored by Laato, et.al., (2020) “Unusual purchasing behavior

during the early stages of the COVID-19 pandemic: The stimulus-organism-response

approach” revealed that unexpected consumer behavior, such as stockpiling toilet

paper, was documented during the COVID-19 epidemic in order to capture human
behavior and in this unusual context. It was analyzed that this behavior when worries

of consumer market disruptions began to circulate. The researchers proposed a

structural model based on the stimulus-organism-response (S-O-R) framework that

links exposure to online information sources (environmental stimuli) to two

behavioral responses: anomalous purchases and deliberate self-isolation. To put the

suggested model to the test called, the researchers collected data from 211 Finnish

respondents via an online survey and analyzed it using PLS-SEM. The study revealed

that there is a high correlation between the desire to self-isolate and the intention to

make uncommon purchases, giving empirical evidence that reported consumer

behavior was directly related to expected time spent in self-isolation. People's

intentions to make odd purchases and actively self-isolate were significantly

influenced by their perception of the seriousness of the issue and cyberchondria. This

result empirically showed that the unusual purchasing behavior observed in March

2020 globally was linked to quarantine preparations. Cyberchondria and perceived

severity had similar effects on the two measured behavioral responses. Thus, although

the two behaviors (unusual purchasing and voluntary self-isolation) are clearly

distinct from one another, both were strictly related to COVID-19 and were predicted

by the same factors.

Another study “Startups and Consumer Purchase Behavior: Application of

Support Vector Machine Algorithm” conducted by Ebrahimi et.al., (2020) talks about

the influence of startup technological advances and customer relationship

management (CRM) performance on customer involvement, value co-creation, and

consumer purchase behavior (CPB). The hypothesized hypotheses were empirically

evaluated in this work utilizing structural equation modeling (SEM) and SmartPLS 3

methodologies. In addition, this study employed the support vector machine (SVM)
technique to validate the model's correctness. All four kernels were tested to be used

by the SVM method to assess the accuracy requirement. The convenience sampling

method was utilized to collect data for this research. This study employed the standard

bias test procedure. A total of 466 responses were received. Startup technological

advancements and CRM have a favorable and significant impact on consumer

involvement. Customer engagement has a substantial impact on enjoyment value,

economic value, and relationship value. According to the importance-performance

map analysis (IPMA) matrix data, "customer participation" had the highest

importance with a score of 0.782. Customers' overall CPB grows by 0.782 if they

raise their involvement performance by one unit during the COVID-19 outbreak.

Furthermore, the research findings revealed that the lowest performance is associated

with new technology advancements, indicating a tremendous prospect for

improvement in this field. SVM studies revealed that the polynomial kernel is, to a

large extent, the optimum kernel for confirming the model's correctness.

While Husnain, et.al., (2019) conducted a study about “Personal and In-store

Factors Influencing Impulse Buying Behavior among Generation Y Consumers of

Small Cities” which focuses on the impulsive buying that has been regarded as one of

the most important drivers in increasing retail sales volume. The study investigated

the impact of situational variables classified as personal (time availability, family

influence, money availability) and in-store (store environment, sales promotions, and

friendly store employees) on Generation Y impulse buying behavior in the Pakistani

context in general and the country's small cities in particular. A self-administered

survey was utilized to collect data from 422 randomly selected respondents (who

lived in various cities in Punjab, Pakistan). The Statistical Package for Social Science

(SPSS) and Analysis of Moment Structure (AMOS) was used to examine the data for
structural equation modeling (SEM). Personal variables, such as time availability and

family influence, were shown to have a substantial and favorable impact on the

impulsive buying behavior of Generation Y customers in Pakistan, as were in-store

factors, except for money availability. At the end of the piece, recommendations for

retail management are provided.

Bhalerao and Pandey (2017) also researched about “Consumer Behaviour: A

Literature Review” which revealed many aspects of comprehending customer

behavior. Hawkins, Best, Coney, and Mukherjee (2015) have discussed several

variables that influence consumer purchasing behavior, including demographic and

social influences (family and household), group influence, the impact of advertising,

and internal influences (learning, perception, attitude, etc.) where the individual

judgment was further stressed in the book, with the capacity of an individual to

discern between comparable stimuli involving several characteristics connected to

individual preferences. The article “Impact of Salesperson's Behaviour on Consumer's

Purchase Decision: An Empirical Study” examines the impact/influence of a

salesperson's behavioral traits- ethical behavior, listening capacity, relationship skills,

and emotional intelligence on the concurrent purchasing behavior of the consumer,

where the article ties the theory to practice that the behavior of the customers may be

regulated by the sellers' actions.

2.2 Need

The free-market economy and the removal of trade barriers across national

borders have spoiled the consumer with an abundance of options, with producers

competing fiercely for the attention of the discriminating client. The study "Factors

Affecting Purchasing Behaviour of Generation Z" by Kahawandala and Peter (2020)

is conducted in order to develop an extended research model based on the theory of

planned behavior (TPB) incorporating the additional constructs of market mavens,

technology self-efficacy, and social identity to capture the specific factors influencing

the purchasing behavior of Generation Z. The validated model can be used to assist in

predicting potential consumer adoption behavior and in designing favorable shopping

environments that are compatible with these specific consumer traits. In conclusion,

the Generation Z market category varies from previous generations in terms of

features, demands, traits, and work style. Their economic might are predicted to grow

significantly, and their purchasing power is now estimated to be worth more than $44

billion. They spend around a quarter of their time online, yet are known to selectively

sift this digital information before acting. To properly respond to their wants, it is

necessary to research the determining aspects of this buyer's features and activities.

Erdos (2017) conducted research on "Assessing the Online Purchasing

Decisions of Generation Z" which intends to investigate Generation Z's shopping

patterns and views on online shopping. The first half of this study detailed the online

consumer behavior of Generation Z based on secondary data, while the second part

gives the findings of an online poll (1055 participants). According to the report,

Generation Z youngsters depend mostly on personal experience and weigh quality and

affordability when deciding what to buy, largely dismissing the views of others.

Despite the fact that the internet is their primary source of information, individuals

still seek feedback from others in the majority of situations before making purchase

decisions. A third of young people like to purchase online; but, due to their age and

disposable money, the findings now apply to just a tiny part of this group. In

conclusion, generation Z is sophisticated enough to recognize their need when it

comes to their purchasing decisions.

 Schiffman and Kanuk (2007) conducted research that indicates how customers

often look for items based on previous experience before depending on other sources

for information. It indicates that prior buying experience is used as an internal source

of knowledge before making a decision. In other words, previous purchasing history

combined with marketing activities and nonprofit information sources. Previous

research also indicated that consumers often prefer to avoid risk in buying decisions

(Chaipradermsak, 2007). Furthermore, customers go through many stages that impact

their buying choice as well as their post-purchase behavior. The first phase primarily

comprises problem identification, during which customers satisfy their requirements

through purchasing. Advertisers' roles at this stage evolve as they use commercials,

individual selling, and bundling to elicit recognition of desired demands or needs. In

the following stage, customers begin to seek information about the items from either

internal sources (generally from previous encounters) or external sources, such as

friends, family, family members, neighbors, annual reports, productions, salespersons,

web-based social networking, or packaging mark. Finally, clients weigh their

alternatives and choose the brands that best fit them.

Tak and Pareek (2016) have developed their idea on the link between

consumer's need for distinctive dimensions, fashion consciousness, and consumer's

attitude towards luxury goods in their literary work “Consumer Attitude Towards

Luxury Goods: An Empirical Study”. The data reveal that the three variables of

customer desire for uniqueness, fashion consciousness, and consumer attitude toward

luxury companies are all positively connected. As a result, people seek to exhibit their

uniqueness by adopting new fashion brands and designs. This study has significant

marketing implications since it shows that marketers should design an appropriate

method to express the uniqueness of their products. The end outcome also confirms
the possible relationship between fashion consciousness and attitudes toward luxury

brands

The study titled "Consumer Behaviour during Crises: Preliminary Research on

How Coronavirus Has Manifested Consumer Panic Buying, Herd Mentality,

Changing Discretionary Spending and the Role of the Media in Influencing

Behaviour" conducted by Mary Loxton, Robert Truskett, Brigitte Scarf, Laura

Sindone, George Baldry, and Yinong Zhao (2020) focuses on understanding

consumer decision-making processes during crises, specifically examining the impact

of the COVID-19 pandemic. The study utilizes Maslow's Hierarchy of Needs to

analyze consumer motivations and prioritize spending. Maslow's theory categorizes

purchases as "needs" versus "wants" and classifies consumer behaviors into five

levels: physiological necessities, safety and well-being, love and belonging, self-

esteem, and self-actualization. During crises, consumers tend to prioritize satisfying

their basic physiological needs before moving towards more discretionary behaviors.

This hierarchy applies to both advanced and emerging economies, making Maslow's

model valuable for analyzing consumer behavior during times of stress and anxiety,

such as a global pandemic.

2.3 Product

According to the study conducted by Sheikh Qazzafi et.al., (2019) entitled

“Consumer buying decision process toward products”, understanding consumer

behavior is crucial for the success of business organizations. It involves studying how

individuals or groups of customers make decisions and engage in actions related to

the selection, purchase, use, and disposal of products or services in order to fulfill

their needs and desires. According to different sources, consumer behavior can be
defined as the actions, decision processes, and physical activities that individuals

undertake when evaluating, acquiring, using, or disposing of goods and services

(Engel, Blackwell, and Mansard; Louden and Bitta; Perner, 2019). Personalized

marketing enables the analysis of consumer buying behavior patterns. By studying

these patterns, it becomes easier to predict future trends (Kumar, John, & Senith,

2014). According to Engel, Blackwell, and Mansard, consumer behavior refers to the

actions and decision-making processes of individuals when they purchase goods and

services for personal use. Louden and Bitta define consumer behavior as the decision-

making process and physical activities individuals engage in when evaluating,

acquiring, using, or disposing of goods and services (Chand, 2091). Lerne stated that

consumer behavior involves studying how people, either individually or in groups,

acquire, use, experience, discard, and make decisions about goods, services, or even

lifestyle practices such as socially responsible and healthy eating (Perner, 2019).

According to the study of Klark KB et.al., (2015) entitled “The power of

product integrity”, in the realm of products, integrity serves as the foundation for

attaining sustainable competitive advantage. When products possess integrity, they

excel in performance, offer good value, and meet customer expectations in every

aspect, including intangible elements like aesthetics and tactile experience. The

journey towards integrity begins with a product concept that reflects the perspective

of potential customers, such as labeling a sporty, subcompact car as a "pocket rocket".

The ultimate integrity of the product hinges on two factors: how effectively the

concept addresses the wants and needs of potential customers, and the thoroughness

with which the concept is integrated into the product's finer details. In highly

successful development organizations, experienced product managers take on the role

of "heavyweights" who lead both these tasks, ensuring the creation of a robust product

concept and overseeing its faithful execution.

Selnes (2019) conducted a study titled "The Effect of Product Expertise on

Decision Making and Search for Written and Sensory Information” discussed that

within consumer behavior theory, product expertise is widely recognized as an

important factor. Previous research has primarily focused on examining how

consumer expertise influences the quantity of information acquired during the process

of consumer information search. However, this particular study suggests that

understanding the differences between experts and novices requires considering not

only the amount but also the type of information sought. The study introduces a

differentiation between two types of information: written and sensory. "Written"

information refers to knowledge obtained through reading, while "sensory"

information pertains to information acquired through the senses of hearing, feeling,

tasting, and seeing.

According to the study of Ali Bhayani et.al., (2019) entitled “Word of Mouth

in consumers purchase decisions: The moderating role of product type” the influence

of word of mouth (WOM), whether through face-to-face interactions or online

platforms, should never be underestimated. It plays a crucial role in consumer

decision-making processes, whether it pertains to the adoption of new products,

choosing between alternative brands, or even selecting television shows. However,

the impact of WOM depends on the type of product (C. Park & Lee, 2009) and the

level of trust in WOM communications (López & Sicilia, 2014). Trust is a significant

factor in any WOM message, especially for products that carry higher levels of risk.

Consumers may either disregard WOM or actively search for trustworthy cues (Pan &
Chiou, 2011). Trustworthiness encompasses various aspects, as described by Mayer,

Davis, and Schoorman (1995), including the ability (competence and expertise),

benevolence (intention of the message source to benefit the recipient), and integrity

(adherence to guidelines within the relevant domain). While all three aspects of trust

are important, their relevance may vary based on the type of product, which can be

classified as search, experience, or credence products. Search products, such as food

and clothing, can be easily evaluated by accessing available information and making

comparisons without actually consuming the product. Therefore, consumers may not

be as interested in WOM for such products. On the other hand, experience products,

such as vacations, events, and games, present a challenge in evaluation before actual

consumption. Subjective information plays a significant role in evaluating these

intangible products, making WOM more valuable. Credence goods pose the most

challenging scenario as they require specialized knowledge and skills for evaluation

purposes, including higher education, legal services, and consultancy.

2.4 Source

Consumers can choose between rival brands and learn more about products

from a variety of informational sources. Sah Gunja Kumari & Karki Sangita (2020)

stated in their study "The Impact of Media Advertisement on Consumers Purchasing

Behaviour" that in order to influence customer behavior, marketers invest a lot of

money in several media platforms. Every media platform's advertisement has a unique

element that involves the consumer for a variety of reasons. The media habits of

consumers have changed as a result of technological advancement. Therefore, it is

necessary to build a deeper knowledge of advertisements on various media platforms

and their effects on consumer behavior. The research intends to investigate the
connection between consumer purchasing behavior and advertisement dimensions like

printing, broadband, outdoor, and social media. The research results showed a

significant relationship between advertisement medium characteristics and customer

purchase behavior. Additionally, research showed that while internet media were

determined to be statistically unimportant with regard to consumer buying behavior,

printing, outdoor advertising, and social media were statistically significant.

Davidson et al., (2019) "Social Support, Source Credibility, Social Influence,

and Impulsive Purchase Behavior in Social Commerce" also discussed about the

social influence theory or the process by which peers influence a consumer's behavior

can be understood along two dimensions which is either informational and normative.

Furthermore, it is suggested that the antecedent variables of the influencing processes

in this context should be the reliability of the source and social support. The findings

showed a strong correlation between both types of social influence that could have an

impact on a consumer and peers' knowledge and reliability. Additionally, the sharing

of information and emotional support among consumers greatly promotes social

impact.

Another study of Kahawandala (2020) “Profiling Purchasing Behavior of

Generation Z”, marketers must advance their understanding of their clients if they

hope to attract the interest of this market segment in order to be the leader in a country

where there are so many options available due to the free trade economy. The study's

findings show that Generation Z consumers are developing previously unheard-of

shopping tastes and practices. This generation's shopping habits are significantly

influenced by some of the most traditional influencing variables, including product

attributes, price awareness, and family recommendations. The findings of this study
can be used to help predict upcoming consumer trends because they show the

influence of computer literacy, peer and social influence, and social media

identification on Generation Z's purchase decisions.

Shruti Gulati (2017) “Impact of peer pressure on buying behavior”. Numerous

factors influence a consumer’s decision to buy a good, service, or commodity. A

purchase is influenced differently by each factor. While some may encourage

purchase, others may discourage it. One of those one-of-a-kind pushes that a rational

consumer takes into consideration prior to making an actual or potential purchase of

any product or service is peer pressure. Peer pressure appropriately puts tension of the

friend or the people encompassing for any activity, purchasing being the applicable

one for this situation.

In the study “Family and Consumer behaviour” by Chandrasekar and Vinay

Raj (2013), it states that customers are most influenced by their families. Buyer

behavior can be significantly influenced by family members. In the buyer's life, it can

distinguish between two families. One is the purchaser's folks who make up the group

of direction. From guardians an individual procures a direction toward religion,

governmental issues, and financial matters and a feeling of individual desire, self-

esteem, and love. The other is the group of reproduction the purchaser's companion

and kids apply a more straightforward impact on regular purchasing conduct. The

roles and proportions of the husband, wife, and children in relation to the purchase of

numerous goods and services are of interest to marketers. There are three principal

components straightforwardly impact the family utilization. The family's structure and

decision-making process are the family life cycle. The purpose of this report is to talk

about how the family influences how people buy things.

2.5 Price

Previous studies have shown that generational differences have an impact on

purchasing behavior in terms of price. The result of the study conducted by Al-

Salamin et al. (2015) entitled “Behavioral Measurement of Young Generation towards

Brand Products in Saudi Arabia: Al- Hassa Case Study” showed that the price of well-

known brand products affects the purchase process negatively. Although young

people are interested in purchasing brand products, their low income prevents them

from the buying process while they are considered as a major segmentation for brand

names. Another study by Kotler & Keller (2012) stated that price is the one element

of the marketing mix that produces revenue; the other elements produce costs. The

study also stated that purchase decisions are based on how consumers perceive prices

and what they consider the current actual price to be. Understanding how consumers

arrive at their perceptions of prices is an important marketing priority. Sata (2013)

stated that consumer value price followed by mobile phone features is the most

important variable among all and it also acted as a motivational force that influences

them to go for a mobile phone purchase decision.

In the study "Impact of Pricing and Product Information on Consumer Buying

Behavior with Customer Satisfaction in a Mediating Role" by Huiliang Zhao et al.

(2021), the authors emphasize the significance of the relationship between product

pricing and product packaging in influencing consumer buying behavior. They

highlighted the role of customer satisfaction as a mediator in this relationship. Given

the competitive market with diverse commodities, product varieties, consumer

preferences, and ethnicities, both pricing and product packaging information have a

substantial impact on consumer buying behavior. To gain insights into the cumulative
effects of pricing and packaging on consumer buying behavior across different

ethnicities, further research in marketing is necessary. It is important to note that

consumer satisfaction plays a decisive role and acts as a mediator in shaping

consumer buying behavior. Previous studies have indicated that pricing significantly

influences consumer buying behavior, with higher-priced products expected to have

lower sales volume, while products priced below the market rate are assumed to sell

in higher quantities. The research also suggests that pricing holds greater importance

in relation to consumer buying behavior.

A research study titled "Influence of Pricing on Consumer Buying Behavior"

conducted by Reeti Rajan and Kunal Oswal (2022) highlighted the importance of

understanding consumer buying behavior and the various factors that influence it. The

study specifically focuses on the role of price as a significant parameter within

personal factors. The pricing of a product or service has a substantial impact on how

consumers behave. If consumers perceive the price as lower than that of competitors,

it can lead to a significant increase in sales. Conversely, if the price is considerably

higher than expected, the response from consumers may be disappointing. Thus, any

change in price can yield unexpected outcomes in terms of consumer buying

behavior.

2.6 Timing

Brunsø, et.al,. (2017) revealed that younger generations tend to make more

impulsive purchases at any time of the day, while older generations prefer to shop

during traditional working hours. This trend is further supported by Laroche et al.

(2013), who found that older generations value in-store service and prefer to shop

during off-peak hours to avoid crowds. In addition to generational differences, timing

variables such as time of day and day of the week have also been shown to impact

clothing purchasing behavior. Sinha et al. (2019) found that online clothing retailers

experienced the most traffic and sales during weekday evenings, while weekends

were a bit quieter. Time of day has also been shown to impact online purchasing

behavior, with research indicating that consumers are more likely to make purchases

in the afternoon, rather than in the early morning or late night (Mourali et al., 2005).

Time is a valuable commodity that customers give up in order to shop. It can affect

consumption in three forms: time pressure, time of year, and time of day. Time

pressure is caused by customers not having enough time to process information, time

of year is caused by the changing seasons, and time of day is caused by the circadian

rhythm. To counteract this, many people turn to energy drinks and caffeine in the

morning hours. (Friesner, 2014)

According to the article "How each generation shops in 2023" by Maxwell

Eskiev, the generational buying patterns for clothing can vary when general

breakdown of when each generation tends to purchase their clothing needs.

Generation X typically buy their clothing needs as and when required, based on their

personal preferences, fashion trends, and budget. Generation X individuals are likely

to prioritize quality and durability when purchasing clothes. Generation Y, also

known as millennials tend to purchase clothing based on their personal style, current

fashion trends, and convenience. They are likely to be early adopters of online

shopping and may prefer a mix of in-store and online purchases. Generation Z, this

generation is often characterized by their strong connection to digital technology and

social media. Generation Z tends to buy clothing more frequently than previous

generations, influenced by fast-fashion trends and online shopping. They value

affordability, variety, and the ability to express their individuality through clothing.
It's important to note that these general trends may not apply to every individual

within each generation, as buying behaviors can be influenced by various factors such

as personal preferences, financial situations, cultural differences, and regional trends.

(Square Publication, 2017)

It's a simple fact that clothes wear out and styles change. This means that it is

inevitable that everyone needs to repair or replace clothing once in a while, even those

who absolutely despise shopping for new clothes. Different seasons have different

types of clothes. For example, the summer season has summer clothes. The winter

season has woolen clothes or clothes which keep our body warm. The rainy season

has clothes which protect us from the rain. Like most consumers, Generation X

typically purchases clothing when the seasons change. This includes buying warmer

clothes for the winter months and lighter, more comfortable attire for the summer.

(Doren Blooch, 2020).

The demand for fashion to be fully accessible has led to the increasing

influence of social media in the clothing shopper journey. 30.4% of UK clothing

shoppers use social media to inspire their clothing choices, up 2.5% from the previous

year. As a result, retailers must respond by having an active online presence across

different platforms and take full advantage of changing consumer behavior by using

social media as a means of connecting with shoppers and improving shopper

engagement. According to the HubSpot report in 2020, millennials often buy clothes

because of the social media influence. This generation is often characterized by their

strong connection to digital technology and social media. Generation Y is highly

influenced by social media platforms, where fashion influencers and brands showcase
new styles and products. Millennials may be prompted to buy clothes after seeing

them featured on social media platforms like Instagram, YouTube, or TikTok.

In today’s world, fashion is a way of life. Like other basic needs (such as food,

water, and shelter), clothing is also one of the most essential elements of life. People

remain concerned about their dresses. Their occasions decide the type of dress, as

every occasion has a defined fashion style, such as office wear, party wear, casual

wear, festival wear, marriage wear, etc. In addition to this, if people follow fashion

trends, they are noticed by their friends, colleagues, relatives, and even by strangers.

Likewise, fashion trends do play a major role in human life. Generation Z tends to

buy clothing more frequently than previous generations, influenced by fast-fashion

trends and online shopping. They value affordability, variety, and the ability to

express their individuality through clothing. It is important to note that these general

trends may not apply to every individual within each generation, as buying behaviors

can be influenced by various factors such as personal preferences, financial situations,

cultural differences, and regional trends. (Square Publication, 2017)

2.7 Generation

According to the study by Aggarwal, M., Rawat, M. S., Singh, S., & Gauba, P.

(2017) entitled “Generation Gap: An Emerging Issue of Society”, the concept of the

generation gap has been present for a significant period, but in recent years, it has

gained more prominence in our society and is now recognized as a major problem.

The generation gap refers to the differences in personal choices, opinions, and

perceptions between different generations, leading to conflicts and gaps among family

members. It not only affects relationships but also impacts day-to-day activities,

largely due to technological advancements and a lack of communication between

younger and older generations. The generation gap has caused a division in familial

relationships. Efforts and studies have been undertaken to understand the root causes

of this issue and to find potential solutions to mitigate the growing conflicts between

different generations.

Dhalla and Dhalla (2022) conducted a study “To Study the Generation Gap

and Personality Profile’s: An Explorative Study” which focuses on the generational

gaps or the differences in personal choices, opinions, and perspectives among various

generations, leading to conflicts and gaps within families. This issue is particularly

prevalent between younger individuals and their older counterparts, although it is

expected to be even wider between grandparents and grandchildren. The generation

gap is influenced by several factors, with three key trends being parenting styles,

advancements in technology, and economic conditions. The study also examined

dimensions such as social expectations, economic development, distinct attitudes,

communication gaps, education, and technology in order to better understand and

identify areas of congruency between generations.

Neil Howe and William Strauss discuss the new generation gap in their paper

titled "Gen X Papers: The New Generation Gap." The research highlighted the

contrast between the Boomer-like generations, who tend to take more credit and

accept less blame, and Generation X, referred to as Thirteeners. The authors suggest

that the ongoing generational conflict between the Boomers and Thirteeners is

expected to worsen in the coming decade. However, history provides insight into how

this new generation gap might eventually resolve itself. Drawing from the experiences

of previous generations, the authors propose that as Boomers transition into old age,

they will likely reduce their criticism of Thirteeners. This shift is anticipated to occur
once Boomers witness their values becoming deeply ingrained in American

institutions and their focus turns towards a new and more optimistic post-Thirteenth

generation.

Valaei and Nikhashemi (2017) also conducted a study titled "Generation Y

consumers' buying behavior in the fashion apparel industry: a moderation analysis."

The research findings revealed that among Generation Y consumers, brand and self-

identiProfiles significant role in shaping their attitudes towards fashion apparel.

Additionally, factors such as brand, style, price, and social identity were found to

have the most influence on Generation Y consumers' purchase intention for fashion

apparels. However, the study also revealed that style, price, country of origin, and

social identity did not significantly impact Generation Y consumers' attitudes towards

fashion apparel. Furthermore, there was no relationship observed between country of

origin or self-identity and the purchase intention of Generation Y consumers.

Silvia Puiu (2016) "Generation Z – A New Type of Consumers". Generation Z

possesses distinct characteristics, and their preferences, ideas, behaviors, decisions,

and preferences differ from those of previous generations, including their inclination

towards staying connected with friends, using social media and the internet, rather

than engaging in traditional activities like playing games or checking emails. As a

result, companies should shift their focus towards word-of-mouth marketing and

social media channels, rather than relying on newsletters. To effectively engage this

new generation, companies need to adopt innovative marketing strategies. Havas

People's e-book provides six tips for companies to enhance their relationship with

Generation Z, including creating attention-grabbing and concise content, utilizing

visual elements, developing shareable content, promoting diversity, and establishing

rapid communication through social platforms.

2.8 Purchasing Behavior of Generations X, Y, Z.

According to Nasution, et.al., (2021) in the research “A comparative study of

generations X, Y, Z in food purchasing behavior: the relationships among customer

value, satisfaction, and Ewom”, the COVID-19 pandemic has fundamentally changed

many aspects of lives, including business and consumer behaviour. This research

examined how Generations X, Y, and Z changed their food shopping habits

throughout the epidemic. The study also investigates the links between customer

value, customer happiness, and eWOM across three generations. It revealed that (1)

Gen-X, Gen-Y, and Gen-Z perceived different value during the pandemic, (2) Gen-X

was found to be the cohort that is most concerned with safety value in selecting food

compared to the other two cohorts, whereas Gen-Y is the cohort with the highest

concern on information value, (3) customer value has a significant impact on

satisfaction and eWOM for Gen-X and Gen-Z, but not for Gen-Y. The study

emphasized managerial consequences and future research areas.

Another article written by Richardson (2018) the “Generation face-off:

comparing Gen X, Y and Z shopping behaviors” disclosed the distinction of the

purchasing behaviors of the different generations. Businesses find it challenging to

categorize or approach Gen X in terms of marketing because they are today's most

smart and informed consumers. In the United States, 35% of Gen Xers have a college

degree, whereas only 19% of millennial's have and because of that, they grasp the

concept of value and are more inclined to stick with a certain brand. Millennial's, like

Gen Xers, seek value. However, it is discovered that people value experience and
sincerity over connections. And lastly, Gen Z and millennial's share many

characteristics, such as digital savvy and a love of social networking. These

characteristics, on the other hand, are becoming more prevalent in all aspects of life –

and with increasingly modest displays. Remember, most Gen Zers have spent the

majority of their lives using a mobile device. They are accustomed to using mobile

internet, applications, and social media.

As for “The Impact of Generation X, Y, Z, and Lifestyle in Selecting

Preference Retail Mediated by Brand Image Variable”, a research conducted by

Setiasih (2017) which aims to examine the influence of Generations X, Y, and Z, as

well as lifestyle, on retail selections using brand image factors. Based on the data

obtained from the questionnaires filled out by respondents from generations X, Y, and

Z, it can be concluded that the majority of respondents visited some modern stores

based on brand/store name that has been known by the community, from all circles,

which has been proven quality and diversity of products and services provided, in

addition to the influence of certain parties such as families who also perform other

activities in the community.

The study titled "Buying Behaviour of Generation X, Y, and Z Consumers: A

Study on Luxury Products" conducted by Shubham Chaudhary and Dr. Amitabh

Bhargava (2021) focuses on the growing interest in luxury brands and the

demographic differences among generations in the luxury market. The luxury market

has experienced significant growth, with an anticipated tri-fold increase of €223

billion over 20 years. The older generations, known as maturing baby boomers, born

between 1946 and 1964, have shifted their focus from luxury products to luxury

experiences and have already achieved affluent lifestyles. Generation X, the offspring
of baby boomers, share a strong connection with their favorite luxury brands and are

willing to pay any price to acquire their products. Generation X includes individuals

born from 1961 to 1981, while their successors, Generation Y or Millennial's, were

born from 1982 to 2005. Millennial's are expected to become the highest-spending

generation and capture a significant market share by 2026 to 2029. Therefore, it is

crucial for marketers and businesses to target both Generation X and Generation Y

consumers.

The study “The Impulse Consumer Behavior of Generations of X, Y, And Z”

by EduBirdie (2022) focuses on the concept of impulsive purchasing behavior across

generations X, Y, and Z. According to the data, 85.83% of the 122 respondents made

impulsive purchases in the recent six months, while 14.17% did not. Discounts and

deals, excellent buying pleasure, social trends, and peer pressure, and the fear of

missing out (FOMO) are all motivated respondents. This conclusion is comparable to

that of Sundström et al. (2013), who discovered that consumers with discounts and the

capacity to negotiate are simple to win. Friends' motivation, primarily through

photographs on social networks, influences the buyer's impulsive inclinations. Other

favorable triggers for purchasing decisions include free shipping and returns, as well

as the notion that the shop is trustworthy to the buyer. When people are excited,

bored, unhappy, furious, or inebriated, they make impulsive purchases. This finding is

comparable to that of Sundström et al. (2013), who discovered that customers desire

quick gratification as well as a sense of pecuniary contentment. Respondents in the

survey see impulsive purchases as a technique to gain immediate stimulation in a

bored state of mind, not as anything undesirable.