Experiential Perception Of Buying Behaviour Of Gen Z- Using Regression Analysis

Abstract

Present study is about Experiential Perception of buying behaviour of Gen Z- using regression analysis. Purpose of the study is to know impact of Behavioural intention, Easiness to use and perceived usefulness in experiential marketing with Customer satisfaction. Primary data having 553 responses from Gen Z is used for the study. Result shows customer satisfaction is found correlated with behavioural intention (r=.811), Perceived usefulness(r=.744) and easiness of use(r=.877). Limitation of the study is that based on cross sectional data, can be generalised for longitudinal studies. Future scope of the study is that experiential marketing studies can be done from marketers view point.