Published Paper Details:

The emerging Generation Alpha, born after 2010, is an influential demographic with unique buying preferences, particularly concerning junk foods. This study aims to explore the buying behaviour of Gen Alpha in Coimbatore city, India, regarding junk foods and their associated factors. The research methodology includes a mixed-method approach, combining quantitative surveys and qualitative interviews with parents and children. The quantitative phase involves administering structured questionnaires to parents to understand their perceptions and buying patterns of junk foods for their Gen Alpha children. The survey will delve into factors such as parental influence, advertising impact, peer pressure, and nutritional awareness on their purchasing decisions. Furthermore, the study will examine the frequency and type of junk food consumption among Gen Alpha. this research aims to provide a comprehensive analysis of Gen Alpha's buying behaviour towards junk foods in Coimbatore city. The findings will contribute valuable information to marketers, policymakers, and health advocates, enabling them to develop effective strategies to promote healthier eating habits and make informed decisions regarding junk food marketing and regulation targeted at this influential consumer segment. Ultimately, this study seeks to enhance the understanding of the factors influencing Gen Alpha's junk food choices and contribute to the development of a healthier and more informed generation.