In 2022, statistical data indicated that approximately 41% of individuals aged 55 and above in India intended to increase their video streaming and TV consumption. Against this milieu, this research article explores baby boomers’ orientation toward Over-The-Top (OTT) platforms, investigating...

Age has played a vital role in influencing marketeers to decide their target customers. Marketeers have always focused on targeting younger group of customers eluding one segment of customers who have often gotten neglected is the 'baby boomers' or 'ageless customers'. This article attempts to...

The Bottom of the Pyramid (BOP) has emerged as one of the dominant ideas in business lately. According to CK Prahalad (2005), almost two-third of the world population which earns less than US$ 2 per day comprises of the bottom of the pyramid Population. Many of the economies have underdeveloped...