An Analysis of Financial Literacy on Spending Habits of Genz with Special Reference to Personal Care Products.
Dr.S. Sumathi1, Akshobia srre G, Giri Sakthi E, Kaviram B, Netra V, Rithikha C S and Shivani C P2
1 Assistant Professor, Department of Commerce, PSG College of Arts & Science, Coimbatore-14.
Email ID: sumathipsgcas@gmail.com
2Student of III B. Com (CS), Department of Corporate Secretaryship, PSG College of Arts & Science, Coimbatore-14
Abstract - In today’s fast-paced digital economy, financial literacy plays a crucial role in shaping how Generation Z manages money and makes spending decisions, especially in the context of personal care products. This study explores how financial knowledge influences the spending habits of Gen Z, who are constantly exposed to online shopping, digital payments, social media trends, and influencer marketing. Based on primary data collected from 110 Gen Z respondents using a structured questionnaire and convenience sampling, the study applies percentage analysis, weighted average, and Henry Garrett’s ranking technique to understand their purchase behaviour. The findings indicate that most respondents demonstrate basic awareness of budgeting, price comparison, and setting monthly limits, they still engage in occasional impulsive purchases influenced mainly by product quality, brand, and price rather than social media pressure. A majority of respondents spend less than ₹1000 per month on personal care and prioritize necessity over trends, reflecting moderate financial discipline. The study concludes that financial literacy positively supports responsible spending and informed purchase decisions, but digital exposure and lifestyle influences continue to affect the behavior of Genz. By focusing specifically on the personal care segment, this research adds a new dimension to financial literacy studies and offers useful insights for educators, policymakers, and marketers to promote mindful and sustainable spending among young consumers.
Keywords: Financial Literacy, Generation Z, Spending Habits, Personal Care Products, Impulsive Purchase, Budgeting, Digital Influence, Purchase Decision.
