A Review of the Buying behaviour of the Millennials in India

Consumer shopping behavior has undergone a profound and permanent transformation due to the evolution of the Internet, social networking, and the introduction of mobile devices. The current booming segments that are being lured by the companies are the Millennials and Generation Z because of which the global market is flourishing. They are considered as the most loyal consumers because of their good reach and connectivity. This study focuses on the buying behaviour of these millennials.