A Study on Gen Z Consumer Decision-Making: Value-Driven vs. Price-Driven Purchase Behaviour in Urban Bengaluru

Abstract

In light of their socialized and digitally savvy upbringing Generation Z is influencing consumer behaviour in such a manner that some existing marketing beliefs based on other generations are being challenged. Despite price sensitivity still being a factor in consumer decisions making among a generation know for having little disposable income (Gunawan, 2023), it appears that brand trust value are also becoming consideration for Gen Z are they make purchasing decisions (kaboor & Muthu 2026; Theochairs &Teskouropoulos, 2025). Social media adds yet another dimension to this trend in that peer-based electronic word-of-mouth and value have been identified as factors affecting purchase intention (Eandhizhai, 2025).

In this research, an empirical descriptive approach will be used to evaluate the purchase behaviours of Gen Z consumers in urban Bengaluru Based on the Value-driven and price-driven paradigm. The primary data collection method will be the use of structured questionnaires administered to Gen Z consumer Who fall between the ages of 18 and 27 years within Bengaluru, While the secondary data collection technique will be include relevant literature review on the purchase's behaviour of different generations. The research will seek to identify factors that significantly influence the purchasing behaviour of Gen Z consumers including brand ethics, social media influence, peer influence, product quality, and Price among others. Statistical techniques like correlation and regression analyses will be applied to test for the relationship between value and orientation, price sensitivity, and purchase behaviour

The results of the research will offer evidence-based information on how marketers can develop positioning, pricing, and communications strategies for the Gen Z consumers in urban markets in India. The use of primary data collection techniques in this research, therefore, makes the research an additional contribution of quantifiable information about the values-oriented digital natives to an ever-growing international body of literature (Ridwana et al., 2025).