Antecedents of Online Purchase Decisions Between Millennials (26-41 Years Old) and Generation Z (18-25 years old): Input to Marketing Strategies in Selected Barangays in Lucena City

According to the new study, 7 out of 10 Generation Z and Millennial shoppers declared they prefer to be informed before purchasing. In addition, the study shows that the previous positive experience with a store or brand contributes to a new purchase on the next shopping occasion. While for Millennials, shopping is in greater extant an activity based on rational decisions - they are accustomed to saving the ammount of money needed to purchase a product in advance and prefer to wait longer for the desired product, people from Generation Z are more spontaneous when it comes to purchases, they like shopping quickly and have as hassle-free experience as possible. Also, compared to Millennials, Generation Z associates shopping more with family activity, most often accessing the family budget to purchase goods of services. Regarding shopping advice from parents, from an early age, regardless of generation, product quality and prices come first when parents teach their children how to shop. "Buy less, but good." is one of the shopping tips that half of Millennials were raised with. According to the survey conducted by Starcom Romania, we observed that none of the younger generations perceived that a higher price could justify a better quality. Moreover, for them, the price should be placed in a value framework associated with differentiating benefits to be accepted.