Market Segmentation Framework for Generation Alpha cohorts
Raja M, A. S., Gurung, D. J., & Vincent, N. T. (2021). Market Segmentation Framework for Generation Alpha cohorts. Productivity, 62(3), 248–254. https://doi.org/https://doi.org/10.32381/PROD.2021.62.03.04
Posted: 8 Jun 2022
Date Written: May 21, 2022
Abstract
The Generation Alpha cohort is a customer group made up of children born after 2010 to millennial parents. Universally recognized 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 utilize. The literature suggests that increased exposure to social media advertisements stimulates Generation Alpha to become customers with the persuasive power over their parents' buying behavior. 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 strategies focusing on business sustainability.
Keywords: Generation Alpha, market segmentation, tech savvy, cohort
JEL Classification: M31, M30, M39
Suggested Citation: Suggested Citation