To Study Gen Z Attitudes Towards Domino’s in Ahmedabad City
DOI:
https://doi.org/10.59890/ijaamr.v3i2.339Keywords:
Generation Z, Domino's, Consumer Attitudes, Ahmedabad, Marketing StrategyAbstract
This study explores Generation Z's attitudes towards Domino’s in Ahmedabad, focusing on various factors that may influence their perceptions of the brand, such as value for money, food quality, menu offerings, customization options, delivery services, and technological engagement. The primary objective was to assess whether age, within the 18-23 age range, plays a significant role in shaping these attitudes. Through hypothesis testing and statistical analysis, the study found no significant relationships between age and the evaluated factors, suggesting that Generation Z in Ahmedabad holds relatively uniform views on Domino’s, regardless of age differences. The results challenge traditional consumer segmentation models that prioritize age as a critical determinant of brand perceptions, implying that non-demographic factors, such as lifestyle, digital engagement, and personal preferences, may have a greater influence on consumer behavior. The findings highlight the importance of focusing on factors like technological convenience, sustainability, and customization in marketing strategies targeting Generation Z. Additionally, the study emphasizes the need for brands like Domino’s to adopt a more holistic approach to customer engagement, moving beyond age-based segmentation. Future research is encouraged to explore alternative segmentation models, including psychographic factors, and consider the influence of social media, regional cultural differences, and sustainability on consumer attitudes
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