Perera, TerrenceAlbuwayrid, Ruba2023-11-122023-11-122023https://hdl.handle.net/20.500.14154/69632Aim: The Saudi Arabian consumer base's youngest and largest generation, Gen Z, is anticipated to significantly impact the coffee market. Coffee shops must cater to their interests, stress digital efficiency, offer high-quality items, and develop distinctive experiences to approach and engage this group. Businesses can improve their market share in the coffee sector and attract Gen Z customers by implementing the above tactics. Therefore, the purpose of this study is to examine the impact of Generation Z on the Saudi Arabian coffee market by examining their behaviour, preferences, and marketing strategies. Method: The study utilized the quantitative research method to exploring the influence of generation Z on the Saudi Arabian coffee market. A sample size of N=100 participants was utilized. Key Findings: The results showed that packaging and design of coffee products is the most effective marketing strategy, followed by coffee-related influencers over social media, well designed coffee shops, offers and discounts and sharing of coffee experience on social media. For effective marketing strategies to reach more Gen Z consumers, Saudi Arabian coffee product suppliers should utilize appealing and attractive packaging, social media influencers, well-designed interior coffee shops, offers and discounts, and promote sharing of the coffee experience on social media.75enTHE INFLUENCE OF GENERATION Z ON THE SAUDI ARABIAN COFFEE MARKETThesis