A Study on Patronage Behaviour among Generation Z Consumers in Bengaluru towards Select E-Retailers

Abstract

The retail sector has been profoundly impacted by the Internet’s growing commercial power, culminating in the rise of online shopping commonly referred to as e-retail one of the fastest-growing Internet applications. The increase in Internet users has acted as a catalyst for the early adoption of the online shopping channel, creating opportunities for further expansion. The retail landscape is undergoing a profound transformation, driven by the rapid growth of e-commerce and shifting consumer behaviours. Among the most significant demographic groups influencing this change is Generation Z (Gen Z), which includes individuals born between 1997 to 2012. This generation is especially noteworthy for its digital nativity having grown up in an era of technological advancements, social media, and ubiquitous Internet access. As Gen Z continues to emerge as a dominant consumer force, understanding the factors that influence their purchasing decisions toward e-retailers is crucial for businesses striving to remain competitive in this dynamic environment.  This study investigates the consumer perceptions on E-store attributes, E-trust, E-satisfaction as Predictor of Patronage Behavioural Response of Consumer towards select e-retailers in Bengaluru City. This research can guide e-retailers in implementing dynamic content strategies that adapt in real time to user preferences. By utilizing insights into Gen Z’s patronage behaviour, e-retailers can craft messages that align with their interests and values, thereby fostering deeper connections and encouraging repeat purchases