Swipe, Select, but Spend Smart

The purchase behaviour of India's Gen Z reflects a decision hierarchy, driven by product quality, value perception and brand trust, rather than impulse or trends

- BY KRISHNA GOPALAN

BY ALL INDICATIONS Gen Z is a disruptive audience for whom each experience must be unique and devoid of any inhibitions; they push the marketer to the limits of innovation.

That's one of the central findings of the BT-PRICE Gen Z Consumption Behaviour Survey, too. Given their size in terms of actual numbers and the ability to spend, most companies have a robust Gen Z strategy.

This is not the first time consumer research has thrown up an insight that leads to the birth of an idea. Fevicol Shoeflix is a case in point. A close look at NCCS A homes—a housing classification used by the National Consumer Classification System (NCCS), which is widely used in India for market research, media planning, and audience segmentation—revealed that the average Gen Z consumer had 10-12 pairs of sneakers. Given the high disposable incomes, that was not a surprise.

In fact, the sneakers worn were determined by the occasion. “It could be for badminton, cricket, party or just hanging out with friends,” says Sandeep Tanwani, CMO, Pidilite Industries, the entity that owns Fevicol, Dr Fixit, M-Seal, Araldite and Roff brands, among others.

“There is a flaunting value in sneakers, which have a high emotional value as well,” he says. This led to the launch of Fevicol ShoeFix, an adhesive specially designed for DIY shoe repair. Obviously, a new approach is needed for a new generation.

To him, the Gen Z audience comes with a lot of spending power. “They define cultural trends, and a big difference compared to other cohorts is how they want to spend for an experience,” says Tanwani, who confesses to having seen some Gen Z folks owning 50 pairs of sneakers.

CRACKING THE CONSUMER