BEHAVIOURAL FINANCE ANALYSIS OF GENERATION Z'S ONLINE PURCHASING DECISIONS AND FINANCIAL SATISFACTION

E-commerce has become one of the fastest growing sectors in the global economy. The development of internet technology, smartphones, and digital payment systems has transformed traditional shopping into online shopping. Consumers today prefer online platforms because they provide convenience, time saving, product variety, and competitive prices. Major e commerce companies such as Amazon, Flipkart, Myntra and others have created a strong digital marketplace where consumers can easily compare products and purchase them with a few clicks. The rapid growth of the internet and digital technologies has significantly transformed the way businesses interact with customers and market their products and services. In recent years, online marketing platforms have become an essential part of the modern business environment. These platforms provide businesses with opportunities to reach a large number of consumers through digital channels such as websites, mobile applications, and social media networks. As a result, companies are increasingly focusing on understanding consumer behavior in online environments in order to design effective marketing strategies and improve customer engagement. The study of consumer behaviour in online marketing platforms is therefore essential for both businesses and researchers. It provides valuable insights into customer expectations, preferences, and purchasing patterns. These insights help organizations develop effective marketing strategies, improve customer satisfaction, and achieve competitive advantages in the digital marketplace