This article focuses on the thematic analysis of interviews about personal characteristics affecting the online purchase decision of the Millennials and Generation Z in India.
A generation is determined by lifestyle and social values that influence buying behaviour. This is more commonly understood by factors like education, income and gender.
The phenomenal growth of social media has impacted almost every aspect of a young consumer’s life over the past two decades. Today, a significant number of youths spend a large amount of time on various social media platforms.