Published Paper Details:

This narrative literature review focuses on the intricate landscape of consumer preferences within Kodagu, spanning the last two decades. Following the IMRaD structure, the study navigates through Introduction, Aim, Methods, Results, Discussion, and Conclusion, providing a comprehensive exploration of generational shifts in consumer behaviour. The primary aim of this research is to gain a deeper understanding of the intergenerational shifts in consumer preferences within the unique context of Kodagu. The study aims to decipher the complex dynamics that influence the choices of different age cohorts, contributing valuable insights for businesses and policymakers operating in this distinct marketplace. A narrative literature review was conducted, employing a methodology to identify and analyze relevant scholarly works. The review focused on seminal studies and contemporary research exploring generational behaviours, historical influences, economic factors, technological impacts, cultural dynamics, and sustainability trends in the context of Gen X, Millennials, and Gen Z consumer preferences in Kodagu. The findings are presented categorically, with each generational cohort (Gen X, Millennials, Gen Z) revealing distinctive preferences. The study unveils nuanced characteristics, such as Gen X's practicality, Millennials' emphasis on experiences, and Gen Z's conscious consumption, providing fresh perspectives on how these generations navigate the consumer landscape in Kodagu. The discussion synthesizes the key findings, highlighting the interconnected nature of historical, economic, technological, cultural, and generational factors influencing consumer preferences. It explores the implications of these findings for businesses and policymakers, emphasizing the necessity of adapting strategies to align with the unique cultural ethos and evolving preferences of Kodagu.