• Raman kumar
• DR. Gaura chauhan

Individuals born between the middle of the 1996s and the beginning of the 2010s are known as Generation Z (Gen Z), and they make up a sizable consumer group with unique traits, tastes, and habits. Being the first generation to have grown up exclusively in the digital era, Gen Z is socially conscious, adept with technology, and has a significant influence on consumer trends and behavior (Twenge, 2020). As a result, marketers now priorities knowing how to effectively engage and influence Gen Z customers.

Gen Z Consumer Behaviour, Decision Making, Influence, Purchase Decision, Marketing, Consumer Satisfaction, Purchasing Behaviour, Factors Affecting Consumer Behavior, Attitude Towards marketing

"THE EVALUATIVE STUDY ON THE DIFFICULTIES IN COMPREHENDING & INFLUENCING GEN Z CONSUMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 6, page no.g259-g282, June-2024, Available :http://www.jetir.org/papers/JETIR2406633.pdf

"THE EVALUATIVE STUDY ON THE DIFFICULTIES IN COMPREHENDING & INFLUENCING GEN Z CONSUMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 6, page no. ppg259-g282, June-2024, Available at : http://www.jetir.org/papers/JETIR2406633.pdf