Asian Journal of Research in Business Economics and Management
Year : 2012, Volume : 2, Issue : 8
First page : ( 125) Last page : ( 135)
Print ISSN : 0000-0000. Online ISSN : 2249-7307.

Millennial generation in urban India: How marketers can tap them?

Mrs. Malik Ruchi

Assistant Professor, Apeejay School of Management.

Abstract

Millennial Generation is a term used for defining a specific cohort- people born between 1981to1993. They represent an enormous group of influencers who have witnessed exciting and rapid growth of the nation and are exposed to vast amount of information through the means of technology and communication. About half of India's one billion people is under the age of 25, which makes it one of the largest segments in the world. Even the literature suggests that this cluster will arrive at positions of supremacy in this new millennium. So, it becomes very crucial for the marketer to understand how they behave, what their distinct traits are and what matters to them. This paper tries to lay down some of the generic traits of this millennial generation and the marketing strategies which may help the companies not only acquire this target market but also make them advocates of their product or service.

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Keywords

Millennial Generation, Marketing strategies, traits.

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