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An Analysis of Gen Z's Electronic Gadgets Purchase Intention in Selected Cities in Metro Manila

Author

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  • Napolie Joyce Buenafe

    (College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines)

  • Hannah Mae Espedido

    (College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines)

  • Kyle Rainier Samonte

    (College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines)

  • Althea Karmen Vitto

    (College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines)

Abstract

Technology has revolutionized the world and our daily lives over the years. Technological advancements have had a wide-ranging impact on our lives, such as the dramatic shift in communication. This study is to determine what affects the purchase intention of Gen Z towards Electronic gadgets. Using the Descriptive Analysis and Cluster random sampling, data is collected through an online survey with the respondents of 150 in selected cities of Metro Manila. And findings suggest that brand identity plays a significant role in influencing the purchase intention of Generation Z. The people who will benefit from this paper are Businesses, Entrepreneurs, Future researchers, and retailers. It will give them enough information to be knowledgeable about the purchase intention of Gen Z consumers when it comes to electronic gadgets.

Suggested Citation

  • Napolie Joyce Buenafe & Hannah Mae Espedido & Kyle Rainier Samonte & Althea Karmen Vitto, 2022. "An Analysis of Gen Z's Electronic Gadgets Purchase Intention in Selected Cities in Metro Manila," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 4(1), pages 08-15, January.
    • Handle: RePEc:alk:jbms00:v:4:y:2022:i:1:id:2566
    DOI: 10.32996/jbms.2022.4.1.2
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