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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
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.
Generation alpha, Generation Y, Generation Z, Segmenting, Targeting, and Positioning (STP), Generational cohorts
JEL Classification: M30, M31, M37
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