Market Segmentation Framework for Generation Alpha Cohorts

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...

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Bibliographic Details
Published in:Productivity (New Delhi) 2021-10, Vol.62 (3), p.248-254
Main Authors: Raja, M Anand Shankar, Gurung, Deep Jyoti, Vincent, Theresa Nithila
Format: Article
Language:English
Subjects:
Consumer behavior
Customers
Generations
Market segmentation
Market segments
Marketing
Social networks
Target markets
Online Access:Get full text
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Summary: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.
ISSN:0032-9924
0976-3902
DOI:10.32381/PROD.2021.62.03.04