GenZ and Millennial Consumption Behaviour in Quick Commerce
Gargi Singh, Sakshi Verma, Sparsh Thakur, Gourav Rana and Victor Ghosh
Abstract
Being digitality natives, the Millennials and Generation Z demonstrate certain but similar tendencies in their consumption behaviour in quick commerce (Q-commerce); thus, these types of customers are based on fast, convenient answers and digitally facilitated performances in opposition to conventional retailing.
The chapter analyses the participation of these cohorts in the development of Q-commerce through enjoying the ultra-fast delivery service (e.g., in 10-30 minutes) and impulse purchases because of the sense of instant gratification combined with the intensive use of mobile applications and social media influencers to find out and finalize purchases. Generation Z is more oriented towards frictionless payments, social shopping, and brands which facilitate value through sustainability, whilst Millennials are oriented towards efficient next-day or same-hour value purchases through research.
The chapter has also utilized empirical research where it has identified that 70 percent of Generation Z consumers have given consent to online grocery shops like the BigBasket considering that these stores are time-saving and can deliver products within a short time, which correlates with the instant gratification theory and modern retailing approaches. A number of crucial differences come out: Generation Z tends to follow more fashionable and exclusive goods advertised via social media and willingness to make more impulse purchases (41 per cent of impulse buyers), unlike Millennials who are loyal and genuine.
It includes discussion of operational scalability that is needed by retailers as individualized service expectations and ethical practices get increased. All in all, these trends indicate the paradigm shift to hyper-local and on-demand approaches, which require Q-commerce platforms to utilize AI-based personalisation and sustainable logistics in order to ensure the loyalty of this group of highly influential demographics. Fields data will be gathered on a sample of more than 2,000 repeat customers, and 400 subjects will be recruited to participate in experiments, which will be diversified in terms of demographics. Open-ended responses will allow obtaining qualitative data, which will confirm mechanisms like attribution to delays.
