Advanced International Journal for Research

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Volume 7 Issue 5
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Awareness Level of Generation Z Consumers on Purchase of Fmcg Products Based on Social Media Influencers in Erode District, Tamil Nadu

Author(s) Prof. Dr. CHI NANJAPPA, Ms. J LAVANYA
Country India
Abstract The rapid expansion of social media has transformed the manner in which Generation Z consumers obtain product information and make purchase decisions. Social media influencers have emerged as important sources of product-related information, particularly in fast-moving consumer goods (FMCG), where consumers frequently encounter influencer-generated content, reviews and promotional messages. The present study examines the awareness and usage of social media influencers in FMCG purchase decisions and identifies the factors influencing the purchase decisions of Generation Z consumers in Erode District. The study adopts a descriptive and analytical research design and is based on primary data collected from 280 Generation Z consumers. Percentage analysis, awareness scoring, Chi-square test, ranking technique and multiple regression analysis are employed. For the purpose of illustration, the analysis indicates a moderate to high level of awareness of social media influencers among the respondents. Among the influencer-related factors, credibility, trustworthiness and informativeness emerge as important factors influencing FMCG purchase decisions. The regression results indicate that the selected influencer-related factors significantly explain variation in FMCG purchase intention. The study concludes that FMCG marketers can strengthen consumer response by associating products with credible, trustworthy and informative influencers whose content is relevant to Generation Z consumers.
Keywords Social Media Influencers, Generation Z, FMCG, Awareness, Purchase Decision, Credibility, Trustworthiness and Informativeness.
Published In Volume 7, Issue 5, September-October 2026
Published On 2026-09-12
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E-ISSN 3048-7641
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