AN ANALYSIS OF REWARD PROGRAMS AND THEIR EFFECT ON BUYING BEHAVIOR OF GEN Z IN COIMBATORE CITY

In today’s digital age, cashback and reward schemes have become effective marketing strategies in influencing consumer buying behaviour. The rapid growth of digital transactions and online shopping has increased the importance of these promotional tools, particularly among Generation Z consumers, who are technologically advanced and responsive to digital benefits. This study examines the impact of cashback and reward programs on the buying behaviour of Gen Z consumers in Coimbatore City. It analyses the influence of demographic variables such as age, gender, educational qualification, and annual income on their receptiveness to these schemes. The study also considers the e-usage behaviour of Gen Z consumers. Primary data were collected from 108 respondents using a structured questionnaire and analysed using appropriate statistical tools. The findings are expected to provide valuable insights for marketers, retailers, and financial service providers in designing effective cashback and reward programs.