(3.89.204.127)
Users online: 2246    [ij] [ij] [ij] 
Email id
 

IIMS Journal of Management Science
Year : 2021, Volume : 12, Issue : 2
First page : ( 115) Last page : ( 129)
Print ISSN : 0976-030X. Online ISSN : 0976-173X.
Article DOI : 10.5958/0976-173X.2021.00008.7

Segmenting, targeting, and positioning (stp) ofgenerational cohorts Y, Z and Alpha

Thomas Mary Rani1, George Ginu2

1Mary Rani Thomas is an Assistant Professor in School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University)Bengaluru, India. Can be reached at maryrani.thomas@christuniversity.in

2Ginu George is an Assistant Professor in School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University)Bengaluru, India. Can be reached at: ginu.george@christuniversity.in

Online published on 27 August, 2021.

Abstract

The current paper has aimed to build an STP framework that aids marketers in decision-making and contributes to the theory-building of generation alpha. There is significantly less academic literature present on generation alpha which needs to be addressed scientifically. The current research is organised into three sections; the first section aims to point out the importance of generational cohort analysis from a marketing perspective of Segmenting, Targeting, and Positioning (STP) considering the latest marketing trends with consumer behaviour. The second section is dedicated to studying why generation alpha behaviour is essential to be understood by marketers in the current era. The last section discusses the different STP analysis outcome for the three generational cohorts Y, Z and alpha based on the desk review. A qualitative approach is adopted to analyse texts and contents from various sources to arrive at the findings from the latest trends in the marketing domain. The current paper has developed a conceptual model on the framework of STP addressing the three-generational cohorts from a behavioural perspective which academic scholars can further study. The study also serves as a guideline for future scholars who could test the model empirically.

Top

Keywords

Generation alpha, Generation Y, Generation Z, Segmenting, Targeting and Positioning (STP), Generational cohorts.

Top

  
║ Site map ║ Privacy Policy ║ Copyright ║ Terms & Conditions ║ Page Rank Tool
528,032,557 visitor(s) since 30th May, 2005.
All rights reserved. Site designed and maintained by DIVA ENTERPRISES PVT. LTD..
Note: Please use Internet Explorer (6.0 or above). Some functionalities may not work in other browsers.