About the Study
This report presents a qualitative research study by Insightful Research and Analytics (IRA) examining how Indian Gen Z consumers navigate the digital purchase journey—from discovering products on social media to making final buying decisions. Based on in-depth interviews with students and working professionals across metro and Tier-2 cities, the study explores how trust, research, and platform choice shape purchasing behaviour.
The findings reveal that while platforms like Instagram drive product discovery, purchase decisions are ultimately influenced by independent verification through reviews, online communities, AI tools, and trusted personal recommendations. The study identifies key shopper archetypes and behavioural patterns, offering actionable insights for brands seeking to improve engagement, trust, and conversion among India's Gen Z consumers.
The findings reveal that while platforms like Instagram drive product discovery, purchase decisions are ultimately influenced by independent verification through reviews, online communities, AI tools, and trusted personal recommendations. The study identifies key shopper archetypes and behavioural patterns, offering actionable insights for brands seeking to improve engagement, trust, and conversion among India's Gen Z consumers.