IMPACT OF COVID 19 AND GENZ

The study aims to answer an important question- how Covid-19 has changed the perception about the marketing mix strategies and the business analytics tools used by organisations. This pandemic has forced organisations to change and adapt to what the situation asks for. We also aim at understanding the impact of GenZ in the business world. The new generation have a different outlook towards various aspects of life as well as business. This research paper that we have formulated consists of statistical data collected from primary and secondary sources. Through the various surveys and interviews we conducted in the course of this research paper, we were able to understand the contemporary nature of commerce and management, specifically marketing and business analytics. Our sample size for one of the survey was 40 and the other was 391 people (survey of May 2022) consisting of people of different age groups and professions. The changing strategies of the marketing mix and business analytics tools pre and post-Covid-19 and how the trends have changed with the shift in generations have been elaborated. Instagram is given a great recognition in our research as it is the platform with the majority of GenZ population. It is expected that this is the start of the digital revolution and in the future, the world of marketing and business analytics will highly depend on these software. As the emerging technology of Blockchain and metaverse can be predicted as well. In the time we live in, data is a crucial possession, but it is effective and beneficial when used correctly. For this, the various tools and software used for business analytics are also closely studied. By analysing and interpreting the results of our surveys as well as referring to the different studies by secondary sources we have concluded this research paper. It is not only about our findings but also what we believe the future in these industries look like.