Volume : VII, Issue : VI, June - 2018

MARKETING MANTRAS - FOR THE NEW INDIAN CONSUMER OF GENERATION- I.

Dr. Chitralekha H. Dhadhal

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–. Thispaper ings to light the unique characteristics of each member ofGeneration–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

Article: Download PDF    DOI : https://www.doi.org/10.36106/paripex  

Cite This Article:

Dr. Chitralekha H. Dhadhal, MARKETING MANTRAS‾FOR THE NEW INDIAN CONSUMER OF GENERATION- I., PARIPEX‾INDIAN JOURNAL OF RESEARCH : Volume-7 | Issue-6 | June-2018

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