Data-Driven Marketing Research on Gen-Z Purchase Behaviour in India
I conducted an independent quantitative research study to understand how social commerce, peer influence, and digital communities affect the purchase behaviour of Gen-Z consumers in India. The study involved designing the research methodology, collecting survey responses from 117 participants, analyzing data using PSPP, testing hypotheses through statistical analysis, and translating insights into actionable recommendations for marketers.
Duration:
Final Year Research Project
Industry:
Digital Marketing:
Consumer Behaviour
Social Commerce:
Marketing Analytics
Sample Size:
117 Gen-Z respondents across India.
Brands increasingly invest in influencer marketing, Instagram, and social commerce—but what actually influences Gen-Z purchase decisions?
This project aimed to answer questions such as: