Various Promotional Strategies for Generation Alpha during Covid pandemic – Be of Assistance or not?

10 Pages Posted: 24 Apr 2023

See all articles by Vincy Vincent

Vincy Vincent

CHRIST University

Kevin Pulickal

CHRIST University

Mary Rani Thomas

CHRIST UNIVERSITY

Date Written: April 15, 2021

Abstract

Purpose - Generation Alpha is the new beginning of the generational cohorts. Targeting this potential prospective cohort, the marketers must understand these cohorts in order to entice them to the market by developing exclusive strategies. The main aim of the paper is to understand whether various promotional techniques targeting generation alpha seemed to be successful in the attracting venture during this Covid pandemic.

Design/Methodology/Approach – Throughout the research curation of developing an excellent conceptual paper, the researchers have identified and synthesized scholarly articles on Generation Alpha, including grey literature.

Findings - Only a few children belonging to this age group are attracted to various promotional activities in the market. Marketers are advised to launch innovative digital games for different age categories to know their preferences. All these platforms created for generation alpha should make them feel like a valued customer.

Practical Implications - This research endeavor will help the marketers avoid myopic marketing conditions, which has led to many products’ failure. It will be also useful for marketers to know about the advantages and disadvantages of promotional strategies targeting young children based on their age groups.

Social implications - Generation alpha is a contrasting generation questing for continuous innovation, and impressing them is a strenuous task by marketers. This paper aims to give an idea to various marketers of how to know this transitional generation’s preference in food, clothing, toys and gadgets.

Keywords: Generation Alpha; Promotional Techniques; Consumer behavior; Influencer marketing; Persuasion power; Pester power

Suggested Citation

Vincent, Vincy and Pulickal, Kevin and Thomas, Mary Rani, Various Promotional Strategies for Generation Alpha during Covid pandemic – Be of Assistance or not? (April 15, 2021). Available at SSRN: https://ssrn.com/abstract=4404768 or http://dx.doi.org/10.2139/ssrn.4404768

Vincy Vincent

CHRIST University ( email )

Kevin Pulickal

CHRIST University ( email )

Mary Rani Thomas (Contact Author)

CHRIST UNIVERSITY ( email )

Hosur road
Opposite Diary Circle
Bangalore, Karnataka 560029
India
8095665682 (Phone)

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
61
Abstract Views
242
Rank
638,193
PlumX Metrics