Year: 2026
Type: article
Study design: Observational Study
Abstract: Most digital payments and e-commerce use cashback and reward programs to retain a young clientele. In fact, members of Generation Z who use smartphones and e-wallets more often are very likely to be influenced by promotional offers. The effect of cashback and reward programs on the purchasing habits of Generation Z was under study. This research mainly concentrated on whether such offers motivate frequent unplanned purchases.The primary data collected through a structured questionnaire containing multiple-choice and Likert-scale questions is analysed using descriptive and analytical tools. The findings indicate that cashback and rewards strongly influence Gen Z's purchase decisions and spending frequency. While cashback and reward programs are associated with perceived savings, they may lead to impulsive buying too. The need for responsible reward design and better financial literacy of young consumers is imperative.
Authors: Bavadharani S, Rajamani R
Institution: Sri Ramakrishna College of Arts and Science
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7128599041
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