MARKETING MANTRAS - FOR THE NEW INDIAN CONSUMER OF GENERATION- I.
Journal Title: PARIPEX-Indian Journal of Research - Year 2018, Vol 7, Issue 6
Abstract
The concept of traditional market segmentation seems to be getting replaced by the modern one, as we are forging ahead with our complex lifestyles in the New Millennium. There seems to be a different kind of consumer buying company products & services today. Iconoclastic, Individualistic, Inconsistent & most of all Impossible to stereotype, these shoppers cannot be defined by Demographics or Psychographics. They are called generation- I - a new unpredicted, value conscious, anti traditional kind of consumer. Within the folds of Generation I, lie unique individuals- Man, Woman, Boy and Girl. For over 350 million strong, they are the company's real target consumers-. This paper brings to light the unique characteristics of each member of Generation-I family and suggests Marketing Mantras- 5 P Strategies to market to them. In conclusion, it highlights a Paradigm Shift in Marketing to these Unique Types of Consumers
Authors and Affiliations
Dr. Chitralekha H. Dhadhal
Keywords
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