EVOLUTION OF GENERATION ALPHA’S PREFERENCES AND THEIR IMPACT ON MIDDLE CLASS FAMILY PURCHASING DECISIONS

Abstract

1. Introduction Generation Alpha, the initial group born in the digital era, is exposed to social media and digital platforms almost from infancy. This research explores how their preferences evolve through childhood and adolescence and how these shifts shape family purchasing decisions. The study examines the impact of Gen Alpha’s interactions with digital content and peers on their consumer behaviour and their influence on family buying patterns. The study bridges gaps in understanding the intersection of childhood development, consumer behaviour, and family dynamics. 2. Methodology The study employs a quantitative methodology, collecting data through primary data collection method from a sample of 90 families as participants. Parents are categorized into gender-specific age groups of middle class families Ahmedabad district. Simultaneously, children’s behaviours are examined across three age brackets: early childhood (4–7 years), middle childhood (8–10 years), and early adolescence (11–14 years). Data collection leverages self-structured questionnaires to capture both parental perspectives and children’s preferences. 3. Findings and Discussion Findings reveal that children’s preferences evolve significantly with age, shaping purchasing decisions differently at each stage. Middle-class families juggle children’s changing tastes with financial limitations, emphasizing cost effectiveness and utility. 4. Conclusion and Implications This research holds relevance for marketers, educators, and policymakers seeking to understand the generational impact on consumer behaviour. It also provides parents with insights into navigating the complexities of raising digitally-savvy children