A Study of Gen Z Buying Behaviour for FMCG Products

Abstract

Fast-moving Consumer Goods (FMCG) form a core part of daily consumption behaviour, especially among Generation Z consumers, who are highly informed, tech-savvy, and preference-driven. This study investigates the major determinants influencing their buying behaviour, particularly across three key factors: Perceived Convenience & Accessibility, Assortment & Price Promotions, and Trust & Quality Assurance. Additionally, the research examines how these factors influence consumer purchase intention and channel preference across retail formats such as grocery shops, malls, and online platforms. With changing lifestyle patterns, digital influence, and rising brand consciousness, Gen Z has emerged as a distinctive market segment requiring strategic attention. The study highlights a growing shift in consumer expectations toward convenience, wide product availability, and quality assurance. Retail choice is increasingly determined by the combined effect of these variables rather than individual elements alone. Therefore, the findings will assist retailers, marketers, and FMCG companies in designing more targeted marketing campaigns, optimizing retail channels, and enhancing consumer satisfaction to stay competitive in a rapidly evolving market landscape.