The Factors of Social Media That Influence Purchase Behaviour of Gen Z in Apparel in Kathmandu Valley

Abstract

The competitive environment amongst apparel retailers is increasingly volatile and changing. The need for differentiation and update has never been more important. There is a new generation on the rise, ‘Generation Z’. Understanding the factors of social media that influence the consumption behaviour of fashion clothing amongst Generation Z consumers will provide marketers with valuable insight into developing effective marketing programs to appeal to the youth market. This research paper seeks to investigate factors that are believed to influence the consumption behaviour of apparel amongst Generation Z consumers in Kathmandu Valley. In this study, awareness, price, convenience, and customer satisfaction have been used to analyse consumer purchase motivation or decision toward apparel shopping.

Further, it investigates the way in which influencers, reviews, discounting, and promotions affect consumers purchasing decisions. This research study intends to generate actionable insights for marketers by studying people's preferences in apparel, their purchasing modes, and problems encountered, such as quality and fit issues. Findings will assist marketers in modeling target strategies for engagement with a tech-savvy consumer segment within a highly competitive retail environment.