Online shops are inevitable. It is the future of commerce. The convenience it offers surpasses all previous platforms of exchange combined. During this pandemic, online shops have seen a tremendous business opportunity as it has become the only option to acquire necessities for survival amid lockdowns. The rise in the number of online shops is like mushrooms, sprouting everywhere, where there is almost no chance of knowing which are bogus and legitimate. Hence, skeptical minds begin to question the security of online purchases. Many fears, but some are confident. This paper presents the primary demographical distribution of the online customers, preferred payment options, level of trust in online shops, and, more importantly, shows customers’ purchase intentions towards different shop characteristics. It was concluded that the e-commerce industry in the country enjoys a relatively high trust rating among its customers. And that customers have higher purchase intention to shops that offer cash on delivery, fast delivery time, responsive customer service, accessible to both web and apps, and sell cheap products.

This study investigates how pricing methods affect the likelihood of purchase decisions made by Generation Z (Gen Z). Data from a sample of Gen Z buyers were gathered using a descriptive survey method in order to examine the different pricing indicators on their purchase behavior. The findings revealed that pricing strategies significantly play a role in the purchasing behavior of Gen Z consumers, and the mean scores of the different pricing categories indicate their importance in the decision-making process. The study identifies that value-based pricing is critical to Gen Z consumers, who place significant emphasis on the perceived value of products. Hence, aligning pricing with product value can increase the likelihood of purchase. The findings also indicate that regular discounts or promotional offers can trigger the behavioral tendency of motivating Gen Z consumers to make purchases. The results also suggest that pricing strategy has a substantial impact on consumer loyalty and brand-switching behaviors. Companies can use pricing as a tool to encourage brand loyalty and reduce the likelihood of customers switching to competitor products. Offering personalized pricing and loyalty rewards are some ways to strengthen brand-consumer relationships. Finally, the findings suggest that pricing strategies are crucial to the purchasing decisions of Gen Z consumers. Businesses must prioritize pricing as a vital component of their marketing strategy and tailor it to meet the needs and preferences of this demographic. The study contributes to the existing literature by providing insights into the role of pricing on Gen Z consumer behavior and providing recommendations for businesses seeking to target this demographic. KEYWORDS: Gen Z, purchasing decisions, pricing, descriptive survey method, value-based pricing, discount pricing, brand loyalty, brand switching, marketing strategy, competitive advantage.

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