Customer Profiling of Alpha

The Next Generation Marketing


  • Mary Rani Thomas CHRIST (Deemed to be University), Bangalore, India
  • Madiya CHRIST (Deemed to be University), Bangalore, India
  • Shivani MP CHRIST (Deemed to be University), Bangalore, India



Alpha Generation, Customer Profiling, technology and marketing


Alpha generation plays a significant role in today’s market as firms are supposed to accumulate and store enormous data for better selling. Alpha is the customer next who needs to be targeted by the producers as they tend to influence their parent’s decision making. Literature suggests that Alpha Generation will influence the buying patterns, technology, education, markets, and other factors of the economy, but this fact is still at its infancy stage and under-researched. Adapting the framework of social learning theory, the current paper attempts to capture and compile the traits posed by Alpha Generation predominantly in the field of marketing.


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How to Cite

Rani Thomas, M. ., Madiya, & MP, S. . (2020). Customer Profiling of Alpha: The Next Generation Marketing. Ushus Journal of Business Management, 19(1), 75-86.