Market Segmentation Framework for Generation Alpha Cohorts

By : Anand Shankar Raja M , Deep Jyoti Gurung , Theresa Nithila Vincent

Page No: 248-254

Abstract: The Generation Alpha cohort is a customer group made up of children born after 2010 to millennial parents. Universally recognised as a distinct segment, this generation is at ease with technology, is incredibly tech-savvy, and is very active on social media from a young age. Communicating with this cohort must be done in a way that appeals to them and through the media they utilise. The literature suggests that increased exposure to social media advertisements stimulates Generation Alpha to become customers with persuasive power over their parents’ buying behaviour. This research employs a qualitative approach, using the content-coding technique, to profile Generation Alpha and propose a framework for market segmentation. Using this framework, marketers can fine-tune marketing strategies focusing on business sustainability.

Authors :
Anand Shankar Raja M
Assistant Professor, Department of Commerce, CHRIST (Deemed to be University), Bangalore.

Deep Jyoti Gurung
Assistant Professor, Department of Commerce, CHRIST (Deemed to be University), Bangalore.

Theresa Nithila Vincent
Professor and Head, Department of Commerce, CHRIST (Deemed to be University), Bangalore.
 

DOI: https://doi.org/10.32381/PROD.2021.62.03.4