PURCHASING BEHAVIOR OF GENERATIONS Z AND ALPHA AND ITS IMPACT ON THE TRANSFORMATION OF MERCHANDISING STRATEGIES

Abstract

This article examines the purchasing behavior of Generation Z and Generation Alpha as emerging key consumer segments in the modern marketplace. The study focuses on identifying the behavioral characteristics of these generations, the main factors influencing their purchasing decisions, and the role of digital environments in shaping their consumption patterns. Generation Z is characterized by a high level of digital engagement, reliance on social media, value-driven consumption, and a tendency toward impulsive buying decisions. Meanwhile, Generation Alpha represents a new cohort of consumers whose behavior is formed in a fully digitalized environment and is significantly influenced by their parents, particularly millennials.

The research highlights both: similarities and differences between these generations. Common traits include digital orientation, rapid decision-making, and strong responsiveness to visual content. However, Generation Alpha demonstrates a higher dependence on parental influence and earlier brand exposure, while Generation Z shows greater autonomy and value-based decision-making.

The article further explores how these behavioral changes drive the transformation of merchandising strategies. Traditional merchandising approaches are increasingly being replaced by digital-oriented, customer-centric models that emphasize omnichannel integration, personalized experiences, and interactive technologies. The importance of visual storytelling, social proof, and seamless online-offline integration is emphasized.

The findings underline the necessity for businesses to adapt their merchandising strategies in response to evolving consumer expectations. Practical recommendations are provided, including the implementation of digital tools, enhancement of in-store experiences, and the development of personalized communication strategies. The study concludes by outlining перспективи for further research, particularly in relation to Generation Alpha and the impact of artificial intelligence on consumer behavior.