Understanding Gendered Perspectives of Experiential Marketing in Generation Z

Abstract

This study investigates the experiential perception of buying behavior among Generation Z, focusing on gender differences using an independent t-test analysis. The primary objective is to understand the gendered perspectives of experiential marketing within Gen Z consumers. The research utilizes primary data collected from 654 respondents, comprising 467 males and 177 females, all belonging to Generation Z.T test is used for checking significance level.The findings reveal that customer satisfaction correlates more strongly with females than males across several experiential marketing dimensions, including smell, act, sense, feel, word-of-mouth (WOM), and willingness to purchase. These results suggest that female consumers in Gen Z may respond more positively to sensory and emotional elements of experiential marketing, which in turn influences their buying decisions more significantly compared to their male counterparts. Despite these insights, the study is limited by its cross-sectional design, which restricts the ability to draw conclusions over time. Therefore, the generalizability of the findings may be enhanced by future longitudinal studies that track experiential perception and buying behavior trends over extended periods. Additionally, the study opens avenues for further research from the marketers’ perspective, exploring how experiential marketing strategies can be optimized to cater to the nuanced preferences of different gender groups within Gen Z. Such investigations could provide valuable insights for creating targeted, gender-sensitive marketing campaigns that effectively engage this influential consumer segment.