New Delhi: India’s Gen Z consumers are fundamentally shifting how they shop, prioritizing product quality, competitive pricing, and independent research over traditional advertisements and influencer endorsements. According to a new study, young shoppers are increasingly taking full control of their purchasing decisions despite actively integrating artificial intelligence into their product discovery process.
The study, titled ‘Gen Z: A Deep Dive Into India’s Most Influential Consumer Cohort,’ was conducted jointly by YouGov and Rukam Capital. The report surveyed 4,002 Gen Z respondents aged 18 to 29 across 18 Indian states to analyze the evolving shopping habits of this demographic.
Quality, Pricing, and Transparency Drive Purchases
Product standards and cost remain the decisive criteria for young Indian shoppers. The findings reveal that quality is the primary purchasing factor for 51 percent of Gen Z consumers, closely followed by price at 49 percent. Furthermore, 82 percent of respondents explicitly expect honesty and brand transparency from the companies they buy from.
Festive spending remains robust among this cohort, with 60 percent reporting higher expenditure during festival seasons. When purchasing gifts, family remains the top priority, as 74 percent of respondents list their parents and family members as their preferred recipients.
AI Utilized for Discovery, Not Final Decisions
Artificial intelligence has established a clear presence in the Gen Z shopping journey. Nearly six out of ten Gen Z consumers use AI tools to research products, primarily employing technology to compare options, evaluate features, and track pricing.
While 70 percent of respondents feel comfortable receiving AI recommendations, only 49 percent are willing to allow AI tools to finalize purchases on their behalf without explicit manual approval. The integration of AI extends beyond retail, with 66 percent using or considering AI for healthcare decisions and 63 percent taking a similar approach toward career guidance.
Self-Research Outweighs Influencer Impact
Self-conducted research has emerged as the single most trusted factor before making a purchase, cited by 27 percent of Gen Z respondents. Friends were ranked as the second most trusted source at 20 percent, followed by user reviews at 15 percent.
Social media platforms and content creators serve as product discovery tools for 29 percent of young shoppers, yet only 6 percent make an immediate purchase based solely on a creator’s recommendation. Overall, 46 percent of respondents state that they gather more information before buying today than in the past, while a mere 4 percent purchase a product instantly upon seeing it.
Concerns over fake or deepfake content are actively reshaping buyer behavior. The study highlights that 32 percent of consumers verify seller credentials to combat misinformation, while 29 percent prefer buying exclusively from established, trusted brands. Additionally, 28 percent of Gen Z consumers utilize quick-commerce services, and 20 percent report making more impulse purchases than before.
