Advances in Consumer Research
Issue:6 : 3175-3180
Original Article
“Beyond the Paycheck”: A theoretical study of how Compensation Influences Generation Z’s career decision-making and employers' retention strategies
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1
Research Scholar, Dr. Ambedkar Institute of Management Studies & Research, Nagpur, Maharashtra, India.
2
Assistant Professor, Dr. Ambedkar Institute of Management Studies & Research, Nagpur, Maharashtra, India.
3
Associate Professor, Dr. Ambedkar Institute of Management Studies & Research, Nagpur, Maharashtra, India.
Abstract

Generation Z, the first cohort to enter the lab market entirely with a digitally networked and a post pandemic economy, is completely reshaping how we see compensation and how it functions and makes employment decisions. While earlier generational literature framed pay and compensation, primarily over retention levers, there is some evidence that suggests that Gen Z rates compensation through a much more layered lens. By combining financial security, procedural fairness, and comment, the immediacy of reward is in play here. This study undertakes a theory-driven secondary analysis of Gen Z's compensation-linked decision-making and its implications on the organization's retention strategies and policies. In this study, we draw insights from Herzberg two factor theory, as well as psychological contract theory and generational cohort theory. The study synthesizes global industry data, notably from Deloitte's global Gen Z and millennial survey, alongside very India-specific employee and labor market evidences including Naukri and Zinnov, to examine how compensation operates simultaneously as a hygiene factor as well. The analysis finds that while Gen Z does not treat pay as a sole determinant of retention, unmet or opaque compensation expectations act as a rapid disengagement trigger, particularly where pay transparency norms are violated. In the context of the Indian market. The high signs and evidence of elevated attrition, especially in the IT/GCC sector illustrates the tension between compensation, competitiveness, and non-monetary retention levers. The study concludes that effective retention strategies require reconceptualization of compensation not as a static reward but as an ongoing signal within the psychological contract as well, with direct implications for human resource policies design in both global and Indian labor markets.

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