Generational Dynamics in the Marketing Funnel

Registration ID: IJNRD_204024

Published ID: IJNRD2308336

DOI: Click Here to Get

Saish Adlakonda , Janhvi Goje

Generational dynamics, Marketing funnel, Consumer behaviour, Age demographics, Correlation analysis, Brand awareness, Consideration stage, Conversion, Customer loyalty, Marketing strategies, Consumer preferences, Targeted marketing, Market segmentation, Advertising effectiveness, Age-related behaviour,Customer engagement, Consumer decision-making, Cross-generational marketing, Marketing research, Consumer journey

This research paper explores consumer behaviour through the marketing funnel with a focus on the correlation between age demographics and the four distinct stages: Awareness, Consideration, Conversion, and Loyalty. The study aims to provide valuable insights for businesses and marketers to optimise their marketing strategies and cultivate lasting relationships with diverse customer segments. The literature review highlights previous research on consumer behaviour based on age, revealing varying preferences for price, suitability, and durability across different age groups. However, there is a lack of exploration in integrated market segmentation, particularly in the context of the marketing funnel, which presents an opportunity for this study. The methodology involves data collection through surveys from India, Italy, and the USA using convenience sampling. The collected responses were analysed to identify patterns in consumer behaviour at different funnel stages for each age group. Correlation analysis was used to quantify the relationship between age and each stage. The results indicated that younger respondents show higher brand awareness but decline in responsiveness as they progress through the funnel. Middle-aged consumers are more discerning during the consideration/conversion stage, while older consumers display higher loyalty. The correlation analysis reveals a strengthening correlation between age and funnel stages as consumers move deeper into the funnel. The implications of this study for marketers include understanding age-related consumer preferences for developing targeted marketing campaigns and fostering lasting customer relationships.

Published Paper   E-Certificate

Saish Adlakonda & Janhvi Goje (August-2023). Generational Dynamics in the Marketing Funnel. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(8), d169-d176. https://ijnrd.org/papers/IJNRD2308336.pdf

Volume 8 Issue 8, August-2023

Pages : d169-d176

Paper Reg. ID: IJNRD_204024

Published Paper Id: IJNRD2308336

Downloads: 000121998

Research Area: Management

Country: Pune, Maharashtra, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2308336.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2308336

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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