Rajasekhara Mouly Potluri

The objective of the research is to examine the impact of brand name and pricing on Kazakhstan Gen Z consumers’ buying behavior, spending patterns, and other buying motives. Adopting a quantitative approach, the study administers a structured questionnaire following a comprehensive analysis of the relevant literature and gleaned responses from 300 Generation Z consumers after checking the reliability and validity of the instrument using Cronbach’s alpha. The selected hypotheses were tested using the Karl Pearson coefficient of correlation, which revealed that brand name significantly impacts Kazakh women, and price greatly influences both genders. The results observed that price has the most significant effect on the buying behavior of female and male Gen Z consumers in Kazakhstan, with 25 and 28 percent, respectively. Brand name and authenticity considerably influence female consumers, with 16 and 15 percent, whereas innovation, technology, and customization, with 20 and 14 percent, influence male consumers. The significant influence of branding and pricing on the buying behavior of Kazakhstan Gen Z customers is displayed, and the findings provide a focal context for developing marketing plans in this first-of-its-kind research article.

Type of the article: Research Article

Abstract
Digital technologies have changed how consumers obtain product information, interact with brands, and make purchasing decisions. However, empirical evidence on these relationships remains limited for urban, digitally active consumers in Kazakhstan. This study examines the associations among digital marketing activities, social media engagement, promotional pricing strategies, brand trust, and consumer purchasing behavior. A quantitative cross-sectional design was employed, using survey data collected from 320 active internet users in Kazakhstan between July and November 2025, administered via a structured questionnaire with five-point Likert-scale measures. The reliability and construct validity of the measurement instrument were evaluated using Cronbach’s alpha, the Kaiser–Meyer–Olkin statistic, Bartlett’s test of sphericity, and exploratory factor analysis, while regression and cluster analyses were conducted to examine the proposed relationships and identify consumer segments. The findings indicate that digital marketing activities are positively associated with consumer purchasing behavior, social media engagement is positively related to brand trust, and promotional pricing strategies significantly influence consumer purchase decisions. The measurement model demonstrated satisfactory reliability and construct validity, supporting the consistency of the empirical results. The study contributes evidence on digital consumer behavior among urban, digitally active consumers in Kazakhstan. It offers practical implications for organizations seeking to strengthen digital marketing strategies in comparable market settings.

Acknowledgments
The authors gratefully acknowledge the Kazakh-British Technical University for its persistent support and encouragement in facilitating this research, thanks to its strong commitment to academic excellence and innovation. Sincere appreciation is also extended to all the respondents who generously devoted their time and insights to this study, making a valuable contribution to its completion.