Authors: Anjali R
Abstract: This study aims to explore and analyze the Gen Z’s reaction towards Shrinkflation and their affect on purchasing behavior of Gen Z consumers, a phenomenon where product sizes decrease while the price remains the same. This has become increasingly prevalent in today’s economy. A sample of 100 respondents from diverse age groups, ranging from 18 years to26 and above, was surveyed using a structured questionnaire. . The data were analyzed using statistical and graphical tools to identify key trends and insights. The results indicated that about 61% of respondents belonged to the age group of 18-20 years, where half of the respondents (50%) were not even aware of the term Shrinkflation. About majority (68%) of respondents felt that brands or companies are not being transparent about Shrinkflation due to which consumers have started shifted to buying the product less often and also looking for various discounts to tackle this long term trend. Based on the data received it implies that Gen Z consumers have started exploring alternative brands and they want more transparency regarding the product to improve their experience on Shrinkflation.
