How Traditional Marketing and Digital Marketing Influence Gen Z’s Buying Behaviour Choices

The shift from traditional to digital marketing has greatly influenced consumer behaviour, particularly in the post-COVID-19 period. This study examines the comparative study of traditional (television, print media, billboards) and digital marketing (social media, influencer marketing, online advertisements) in shaping the buying behaviour of Gen Z consumers in Surat. As Generation Z becomes a dominant consumer group with increasing purchasing power, understanding their buying behaviour is more important now. By using strata sampling the 166 responses were collected using a Google Form for the study. The research employs IBM SPSS Statistics 22 as the primary tool for data analysis and interpretation Also, it explores future trends and preferences regarding these marketing approaches. This study gives valuable insights for market researchers seeking to optimise advertising strategies for this generation.