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      <JournalTitle>Allana Management Journal of Research, Pune</JournalTitle>
      <PISSN>? ?2581-3137 (</PISSN>
      <EISSN>) 2231 - 0290 (Print)</EISSN>
      <Volume-Issue>Volume 9, Issue 2 </Volume-Issue>
      <Season>July 2019 - December 2019</Season>
      <ArticleType>Marketing Management</ArticleType>
      <ArticleTitle>A Comparison of the Media Consumption Habits of Gen X, Gen Y and Gen Z</ArticleTitle>
      <Abstract>Abstract - Purpose - The current research seeks to throw light on the media consumption habits of different Generations X, Y and Z. There are many media and advertising platforms prevalent in today__ampersandsign#39;s era. The study will also assess the media usage of the generational cohorts and their implications for individuals, firms and society. The study aims to focus on the impact that different media platforms have on Generation X, Generation Y and Generation Z.&#13;
Findings - The study reveals that the effect on all the 3 generations differ significantly. Gen Z is the most finicky of all the generations about the products and services with most of them having smartphones in their hands with advanced technology and cheap internet connections. It is becoming difficult to woo the Gen Zers. The reasons are numerous which the marketers and the brands need to take care of. Generations X and Y on the other hand behave contrastingly and need to be handled in a different way.&#13;
Originality/Value - There hasn__ampersandsign#39;t been a comparison between Gen X, Gen Y and Gen Z on the parameter of media consumption habits which leads to many answers and clears the confusion of the marketers, advertisers and the brands. The technology is changing every day and the change has to be adopted by the brands to catch the attention of the consumers. My study will try to decipher insights on the media consumption patterns of Gen X, Gen Y and Gen Z.&#13;
Research Methodology: The research is based on secondary data. The research is a descriptive research. The data has been obtained through articles, reports, research papers and already done surveys and questionnaires.</Abstract>
      <Keywords>Media consumption habits, Consumer buying behavior, Demographic Cohorts, Generation X, Generation Y, Generation Z, VoD, Online Streaming</Keywords>
        <Abstract>https://aimsjournal.org/ubijournal-v1copy/journals/abstract.php?article_id=6554&amp;title=A Comparison of the Media Consumption Habits of Gen X, Gen Y and Gen Z</Abstract>
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