IMPACT OF CASHLESS PAYMENTS ON IMPULSE BUYING BEHAVIOUR OF GEN Z

Abstract [English]

This study investigates the effect of cashless payments on Generation Z's impulse buying behavior in Mumbai. With the growing ubiquity of digital payment methods, companies and governments must understand their impact on customer behaviour, particularly among young adults. The goal was to look at how the use of cashless payments influences impulse buying among Generation Z customers. The study included 122 individuals aged 16 to 26 years old, chosen using a stratified random selection procedure to guarantee representation across key demographic criteria such as gender and socioeconomic status. Data was gathered using structured surveys that focused on participants' use of digital payment methods and their proclivity for impulsive purchases. According to the findings, the ease and accessibility of cashless transactions have a substantial impact on Generation Z's willingness to make impulsive purchases. This study adds to the current literature by shedding light on the behavioral dynamics of young consumers in metropolitan settings in terms of digital payments and impulsive purchasing. The consequences include that firms and marketers should modify their tactics to fit Generation Z customers' tastes and behaviors affected by the proliferation of cashless payment technology in cities such as Mumbai.