Journal of Sciences, Technology and Arts Research 15

Buying Behaviors of Selected Generation Z Students in Metro Manila

Under the New Normal

Catherine F. Enteria
Faculty Member, College of Business and Accountancy, National University, Philippines
[email protected]

Abstract: With rapid advancements in technology and increased market competition,

identifying and effectively targeting specific consumer segments has become necessary
and challenging for businesses. Generation Z, known for its extensive exposure to digital
technology, has emerged as a crucial demographic of interest for marketers. This study
examines the buying behavior and factors influencing Generation Z's purchasing decisions,
focusing on the role of technology. Using data collected through online surveys from 215
Generation Z students in Metro Manila, the study reveals key insights into their shopping
preferences. Despite their digital fluency, 37.21% of respondents strongly prefer physical
stores, especially for essential and lower-priced items, highlighting the continued relevance
of brick-and-mortar retail. Generation Z leverages technology for price comparisons and
customer reviews before making decisions. The findings emphasize Generation Z’s
potential as a powerful market force, emphasizing their hybrid shopping behaviors and the
importance of integrating omnichannel strategies. The study provides business owners and
marketers actionable insights to optimize customer experiences across digital and physical
channels, ensuring alignment with Generation Z’s values, technological fluency, and
consumption trends.

Keywords: Buying Behaviors, Generation Z

1. INTRODUCTION
1.1 Background of the Study
The digital revolution has transformed buying behavior, particularly in
retail, where technology has become deeply integrated into the shopping
experience. Generation Z, individuals born between 1997 and 2012, represents the
first genuinely digital-native consumer segment, demonstrating unprecedented
levels of technological integration in their daily lives (Slepian et al., 2024). The
distinctive characteristics of this demographic include an inherent comfort with
digital technologies, multi-platform engagement, and a preference for seamless
integration between physical and digital shopping experiences (Priporas, 2017).
Their unique behavioral patterns and consumption preferences present
opportunities and challenges for retailers adapting to the growing market
dynamics.
This study addresses the gap in understanding the hybrid shopping patterns
that apply to Generation Z in emerging markets like the Philippines. By finding
out the impact of global disruptions, such as the COVID-19 pandemic, on Gen Z's
purchasing decisions and channel preferences (Eger, 2021), this research will be
able to provide insights for businesses to align their marketing strategies with the
evolving buying behavior of this digitally native generation.
Journal of Sciences, Technology and Arts Research 16

1.2 Related Literature

The connection between globalization and technological advancement has
ushered in a new era of consumerism characterized by heightened choice and
discerning preferences. Generation Z, a group of digital natives primarily
reshaping the retail landscape, leads this shift.
Generation Z, born and raised in entirely different circumstances than the
other, older generations (Dolot, 2018), are the current entrants to the workplace
and voting centers, and they will become the fastest-growing group of employees
and customers.(Gaidhani et al., 2019). While this generation has not yet fully
impacted the retailing market, there is a need to understand and analyze how they
behave. This generation will influence buying trends and primarily contribute to
economic development because of their purchasing power. Frost & Sullivan (2021)
estimated that Generation Z has an estimated spending power of $143 billion
annually in the U.S. alone. This led businesses to become more interested in
serving this group.
As highlighted by Kahawandala and Peter (2020), their digital nativity sets
them apart from previous generations. This digital fluency translates into a
preference for online shopping and a willingness to engage with brands across
various digital platforms. The COVID-19 pandemic further affected this trend, as
increased online time intensified their digital consumption habits (Zwanka & Buff,
2020).
Mohammed (2018) findings are similar to a study by Francis and Hoefel
(2018). The study said that Generation Z consumers tend to be more socially
conscious, valuing sustainability and ethical practices in the brands they support.
Being socially conscious, Generation Z tends to consider the opinions of others
when making decisions. This translates to reliance on product reviews before
making purchase decisions. Product reviews can be easily obtained using online
technology.
To effectively engage this generation, retailers must adopt a different
approach. This includes leveraging digital technologies to provide seamless online
shopping experiences, fostering strong brand identities that resonate with their
values, and utilizing social media to drive brand awareness and customer
engagement. By understanding the unique characteristics and preferences of
Generation Z, businesses can position themselves to capture the attention and
loyalty of this influential consumer segment.

1.3 Conceptual Framework

Figure 1 illustrates technology as the central force that interacts with other
influential factors -psychological, social, cultural, economic, and personal-
impacting Generation Z’s buying behavior. Generation Z's relationship with
technology is not just about usage but about integration into every aspect of their
consumer journey.
Technology enables digital decision-making for Psychological factors by
providing instant access to product information, reviews, and comparisons. The
ability to research and evaluate products quickly through technology strengthens
Journal of Sciences, Technology and Arts Research 17

their decision-making in both online and offline environments (Priporas et al.,

2017).
Through social media platforms and digital communities, technology
powers social connectivity, which is crucial to Generation Z’s purchasing
decisions. Peer recommendations and online communities heavily influence their
buying behavior.
Technology shapes a digital lifestyle associated with Generation Z's
cultural identity. This digital-first mindset influences how they perceive brands,
interact with products, and expect delivery of services. This cultural orientation is
closely tied to their perception of brands and their alignment with technological
advancements, highlighting how deeply technology influences consumer culture
(Kotler & Keller, 2021).
Economic decisions are enhanced by technology through mobile payment
solutions, digital wallets, and instant access to deals and discounts. Digital payment
solutions, such as mobile wallets and online transaction systems, simplify the
purchasing process and cater to their preference for efficiency. These tools enhance
their ability to assess value, optimize spending, and engage in cost-conscious
shopping (Frick & Matthies, 2020).
Lifestyle preferences, such as adopting convenience-driven shopping
habits or favoring digital tools, further influence their behaviors.

Fig. 1. Conceptualized Framework on the Influence of Technology on the Buying

Behavior of Generation Z

2. METHODOLOGY
This study is a descriptive evaluative research. A quota sampling method
of research was utilized to determine the buying behaviors of selected Generation
Z students in Metro Manila. Two hundred fifteen (215) Generation Z students
enrolled in College, most coming from different universities in Metro Manila.
National University, Polytechnic University of the Philippines, and Rizal
Technological University participated in the study. While most respondents came
from these institutions, participation was open to qualified Generation Z college
students who could access the survey through shared social media links.
Journal of Sciences, Technology and Arts Research 18

Online survey questionnaires were used as the primary instrument in the

study as the respondents are digital natives and are comfortable with using
technology. Questions were adapted from previous studies on buying behavior.
The questionnaire structure included the demographic profile of the respondents,
internet usage, and physical and online shopping behavior. Two industry
practitioners reviewed the adapted questionnaire for content appropriateness and
clarity before distribution. This review helped ensure the questions were suitable
for the local setting and target respondents.
The study employed basic descriptive statistics to analyze the collected
data: Frequency distribution to organize the raw data and percentage distribution
to determine the proportion of responses in each category.
The data collection process included distributing the online survey
primarily through social media. In contrast, data collection was done for two weeks
and accumulated 215 valid responses from Generation Z.
The methodology acknowledges limitations as convenience sampling
through social media may have affected the sample's representativeness, while the
two-week collection period may be considered brief. The reliance on descriptive
statistics may have also limited the depth of the analysis in interpreting the study's
findings.

3. RESULTS AND DISCUSSIONS

Table 1. Demographic Profile of Respondents

Profile Frequency Percentage (%)

Age
17 – 18 years old 11 5.12%
19 – 20 years old 116 53.95%
21 – 23 years old 88 40.93%
Gender
Male 82 38.14%
Female 133 61.86%
Monthly Household Income
Below P40,000 142 66.04%
P40,000 – P49,999 23 10.70%
P50,000 – P59,999 16 7.44%
P60,000 – P69,999 7 3.29%
P70,000 and above 27 12.56%

The data indicates that most respondents are between 19 and 20 years old,
with a more significant proportion identified as female. Generation Z is
alternatively addressed by technological terms such as digital natives born in the
late 1990s to 2012. Generation Z has grown up in an environment saturated by
technology (Salam et al., 2024).
Regarding household income, most respondents belong to families under
PHP 40,000. Economic factors influence consumer behavior and purchasing
decisions (Liu, 2024). The respondents, being students, are primarily dependent
Journal of Sciences, Technology and Arts Research 19

on their parent’s or relatives’ income.

Table 2. Time Spent on the Internet by Generation Z Students

Time Spent/Day
Frequency
Percentage (%)
2 hours 20
9.30
3-4 hours 39
18.14
5-7 hours 58
26.98
8-10 hrs 86
40.00
More than 10 hrs 12
5.58

Most respondents (40%) spend 8–10 hours daily on the internet, reflecting
a significant digital dependence, a characteristic of Generation Z's lifestyle. This
pattern aligns with studies highlighting the generation's reliance on digital
platforms for entertainment, communication, and shopping (Twenge, 2017).
This is also indicative of their social environment, where the physical
presence of other people has been replaced by online interactions (Chang &
Chuang, 2019). Individuals are immersed with digital devices to search for
information online, review comments from unknown users on forums, and
communicate with their social network members through social media platforms
and software. Evidence has shown that individuals are willing to accept
information from people who are not their friends or unknown but seem
trustworthy (Chang & Chuang, 2019).

Table 3. Preferences on Stores to Shop

Stores to Shop Frequency Percentage (%)

Physical Stores 80 37.21%
Online 78 36.28%
Both Physical and Online 57 26.51%

The results above show that the difference between shopping preferences
via physical stores and online shops is insignificant, with a notable portion
(26.51%) opting for both. This highlights the growing importance of an
omnichannel or multichannel approach for retailers, as Generation Z consumers
value the flexibility to choose between in-person and online shopping experiences.
The preference for physical shopping is also consistent with research by
Priporas et al. (2017), which suggests that Generation Z values the experience of
in-store shopping. However, their inclination toward online shopping reflects their
digital fluency and the convenience e-commerce platforms offer.
These findings underscore the necessity for retailers to integrate physical
Journal of Sciences, Technology and Arts Research 20

and online (digital) channels to meet the expectations of Generation Z, providing

a consistent shopping experience that caters to practical and experiential needs.

Table 4. Comparison of Factors that Motivate the Purchase

Physical Store Online Store

Factor
(Frequency, Percentage) (Frequency, Percentage)
Need 118 (54.88%) 85 (39.53%)
Price 55 (24.32%) 80 (37.22%)
Advertisements 42 (19.80%) 30 (13.95%)

The factors influencing Generation Z's purchasing decisions reveal distinct

priorities between physical and online shopping contexts. For physical stores,
"Need" emerges as the most critical factor influencing shopping behavior, with
54.88% of respondents prioritizing quality, availability, and the ability to inspect
products in person. Many of these purchases are driven by the necessity of
obtaining essentials such as groceries, clothing, and other daily items. Physical
stores provide immediate access to these necessities, allowing consumers to ensure
product quality and suitability before purchase.
While the convenience of having necessities delivered to one's door is an
attractive feature of online shopping, need purchases are less dominant than in
physical stores, where the tangible evaluation of products is often critical for
fulfilling basic needs (Frick & Matthies, 2020). Consumers may prefer shopping
for perishable goods, household items, or specific clothing in person to avoid
mistakes or quality concerns, which are more likely in e-commerce settings.
Price plays a significant role in motivating online shopping, influencing
37.22% of respondents. The perception of e-commerce platforms as venues for
lower prices and competitive deals attracts cost-conscious Generation Z shoppers.
In physical stores, price-related factors such as branding and promotions influence
24.32% of shoppers. While important, price considerations in brick-and-mortar
settings are often secondary to the immediate availability and sensory evaluation
of products (Kotler & Keller, 2021).
Advertisements have a small impact in both shopping contexts but play a
slightly more significant role in physical stores (19.80%) than online shopping
(13.95%). In physical stores, customer service and positive reviews can build trust
and reinforce purchasing decisions, creating a sense of reliability (Kotler & Keller,
2021). Online advertisements are less impactful as consumers rely more on
convenience and price.
A study by Carr (2023) highlighted Generation Z's Research Online
Purchase Offline (ROPO) behavior: 80% of Gen Z shoppers research products
online before making in-store purchases. They use their smartphones in-store to
compare prices, read reviews, and look for promotions.
Prasanna and Priyanka (2024) said that Gen Z consumers appreciate
quality and are often looking for good deals and value. They are also more likely
to research products extensively before purchasing. This indicates that Generation
Z tends to be savvy buyers.
Journal of Sciences, Technology and Arts Research 21

These findings highlight the dual importance of physical and online

shopping for Generation Z. Retailers must adopt a strategic omnichannel approach,
offering concrete and immediate experiences in physical stores while capitalizing
on cost efficiency, convenience, and digital marketing in e-commerce. By
addressing the unique factors motivating both settings, retailers can effectively
serve the hybrid shopping preferences of Generation Z consumers.

4. CONCLUSIONS
This study features the buying behavior of Generation Z, a generation that
has grown up in a digitally interconnected world. The findings reveal that, despite
their heavy reliance on technology, Generation Z continues to value physical stores
for fulfilling basic necessities, such as groceries and clothing, due to their
proximity, sensory assurance, and quality evaluation. At the same time, their
preference for online shopping is driven by convenience, price competitiveness,
and accessibility, making digital platforms an integral part of their purchasing
journey.
The hybrid shopping behaviors of Generation Z, where nearly equal
preferences for physical (37.21%) and online (36.28%) stores, alongside 26.51%
favoring both, emphasize the necessity of adopting an omnichannel strategy.
Businesses must recognize the importance of providing seamless and consistent
shopping experiences across all platforms.
Generation Z’s purchasing decisions are influenced by psychological,
social, cultural, economic, and personal factors, with technology acting as a central
force. Their focus on need-based consumption, price sensitivity, and the impact of
social proof and digital reviews emphasizes their position as informed and value-
driven consumers. Personal values, such as a preference for ethical and sustainable
brands, also play a critical role in shaping their buying behavior.
As Generation Z’s purchasing power grows, they are expected to become
a powerful force in the marketplace. Business owners and marketers must
recognize the nature of Generation Z ‘s consumption preferences and patterns and
provide them with a good shopping experience while ensuring a balance using
traditional and digital channels. Future research could examine technology's
evolving impact and explore emerging trends, such as sustainability, to further
enrich the understanding of this dynamic generation.

5. ACKNOWLEDGMENTS
The author would like to thank National University, the NU Research and
Development Office, CBA Research Coordinator Dr. Roland Simbre and the CBA
Faculty Members for their support in completing this study.

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