A Filipino consumer uses his mobile phone to shop for essentials. Alex Corpuz, ABS-CBN News/File 

What matters more to Gen Zs, price or quality? A recently released study gives us an idea about the priorities of this new generation of shoppers. 

The study, conducted by the homegrown public relations agency Comm&Sense Inc., surveyed 400 Filipino Gen Zs aged 16 to 26 nationwide, and asked them about the factors they consider whenever they shop.

It shows that price and discounts are the main considerations that influence their purchasing decisions, closely followed by product quality. 

Other factors include brand reputation and trust, convenience of the purchasing process, and recommendations from friends and family, celebrities, and influencers. 

The study also showed that Filipino Gen Zs prefer looking at reviews on Google and other search engines, as opposed to feedback from previous buyers on shopping apps.

"This preference for search engine reviews over app-specific reviews underscores the importance of comprehensive, easily accessible information in shaping Gen Zs' perception of product quality," said Dr. Fernando Paragas, a professor at the University of the Philippines Diliman's College of Mass Communication and lead researcher of the study.

Comm&Sense managing director Charlotte Reyes, for her part, emphasized the need for businesses to adapt to the needs of Gen Z customers. 

"To effectively reach Gen Zs, businesses must focus on being transparent and visible online," she said. "They are a generation that seeks out information widely, so having a strong digital presence and fostering trust through unbiased reviews is crucial."

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