000			01946nam a2200181 4500
003			OSt
005			20250121162035.0
008			250121b |||||||| |||| 00| 0 eng d
100			_aKhush Kalavadia
245			_aAnalyzing the Attributes for Ice Cream Purchase Decisions Among Generation Z Consumers
300			_aP.76-90
520			_aPurpose : The study aimed to investigate the impact of different attributes of ice creams on purchase decisions among Generation Z consumers. Methodology : The study is based on a survey of 233 Generation Z consumers who consumed ice cream. The questionnaire consisted of three sections, i.e., demographics, purchase behavior, and consumer behavior. The structural equation modeling (SEM) approach was applied to analyze and interpret the data. Findings : The study demonstrated that taste, quantity, packaging, and availability influenced the purchase decision of ice cream among Generation Z consumers. The chocolate flavor was the most preferred choice among Generation Z consumers, and they preferred to purchase the ice cream at least once a week. Practical Implications : The results would provide academicians and business practitioners with practical insights. In the highly competitive FMCG market, this research has important insights for an ice cream brand on specific attributes. A brand could obtain a competitive advantage among Generation Z consumers. Originality : The study analyzed which specific product attributes played a vital role in selecting an ice cream among Generation Z consumers. These helpful suggestions are offered in order to promote and draw in Generation Z customers for ice cream.
654			_ageneration Z _aattributes _a ice cream _apurchase decision _a impulsive behavior
700			_aRajarshi Debnath
773	0		_080314 _9111200 _dIndia Associated Management Consultants _oJP497 _tIndian Journal of Marketing _x0973 8703
942			_cJA
942			_2ddc
999			_c130811 _d130811