Ongoing Projects 2025

Gen-Z Consumption Behaviour

The objective of this study is to assess the short- and long-term economic priorities, aspirations, and financial behaviour of individuals aged 18-29. Map social attitudes, lifestyle choices, weekend and urban consumption patterns. Identify behavioural and attitudinal differences between respondents across metropolitan and Tier-2 cities.

Sponsor: Living Media India Limited, New Delhi  

PRICE Research Team: Rajesh Shukla, Pooja Sharma, Asha Sharma, Rajender Singh and Shailendra Dubey

LMIL: Siddharth Zarabi and Surabhi

2025 Gen-Z Consumption Behaviour
Sponsor Living Media India Limited, New Delhi
Objectives The objective of this study is to assess the short- and long-term economic priorities, aspirations, and financial behaviour of individuals aged 18-29. Map social attitudes, lifestyle choices, weekend and urban consumption patterns. Identify behavioural and attitudinal differences between respondents across metropolitan and Tier-2 cities.
Coverage 12 Cities from India
Sample Design Stratified random sampling
Sample Size Approx. 4500 Gen-Z
Data Collection Method Face-to-face questionnaire-based approach (CAPI)
Respondents The Gen-Z age between 18-29 is mostly employed
Survey Period November 2025-January 2026