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Abstract

India’s retail sector is undergoing dramatic change, increasingly defined as an omnichannel journey in which shoppers navigate marketplaces, social media, quick-commerce apps, and physical stores. Focusing on Gen Z and Millennial consumers, this study tests whether three retailer-controlled experience levers, consumer convenience, personalized shopping experience, and sustainability and social responsibility (SSR), are associated with Purchase Intention.

A cross-sectional survey was administered in Pune, Maharashtra, India. After data screening, 320 responses were retained and analyzed using multiple linear regression. All three predictors show positive, statistically significant relationships with purchase intention, and convenience has the largest standardized effect among the three factors studied.

The result suggests a clear priority order: first, remove friction in the core journey (discovery, checkout, delivery, and returns), and then use personalization and SSR to increase relevance and strengthen trust. The study is limited by its single-city context and self-reported measures; future research can improve generalizability by sampling multiple regions and by combining survey measures with behavioral or transactional data.

Keywords

Gen Z; Millennials; India; retailing; omnichannel; consumer behavior

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