Research Article

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

Authors

  • 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.

Article information

Journal

Journal of Business and Management Studies

Volume (Issue)

4 (1)

Pages

08-15

Published

2022-01-13

How to Cite

Buenafe, N. J., Espedido, H. M., Samonte, K. R., & Vitto, A. K. (2022). An Analysis of Gen Z’s Electronic Gadgets Purchase Intention in Selected Cities in Metro Manila. Journal of Business and Management Studies, 4(1), 08–15. https://doi.org/10.32996/jbms.2022.4.1.2

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Keywords:

Electronic Gadgets, Brand Identity, Purchase Intention