• Praveen Kumar T
• Vikesh V Salecha
• Naman Mittal

This study investigates the difficulties marketers have when attempting to reach Gen Z consumers, who are distinguished by their inclination for personalised experiences, focus on brand ethics, and active participation on social media. Unlike earlier generations, Gen Z is price-conscious but not exclusively so. Understanding these distinguishing characteristics is critical for organisations to remain competitive. Marketers must alter their strategy to emphasise authenticity, brand ethics, and a strong social media presence. This review underlines the critical significance of understanding customer behaviour in developing effective marketing strategies, increasing brand loyalty, and influencing Gen Z's decision-making process in today's dynamic marketplace.

New generation, Consumer behavior, Millennials, Generation Z, Marketing challenges, Technological influence, Personalisation, Experiential marketing, Social media.

"Study on the new generation's consumer behaviour and how it’s difficult for marketers to sell - A literature review", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.k231-k234, March-2024, Available :http://www.jetir.org/papers/JETIR2403A30.pdf

"Study on the new generation's consumer behaviour and how it’s difficult for marketers to sell - A literature review", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppk231-k234, March-2024, Available at : http://www.jetir.org/papers/JETIR2403A30.pdf