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The rise of the Alpha Consumer

More and more brands are cultivating a close group of early adopters to get products to move off the shelves

The rise of the Alpha Consumer

This article has been modified. Please see clarification at the end. Chances are that in our day to day lives, many of us would have come across a humdrum home utility product-the ironing mat. However, there is a high probability that unlike other big ticket products occupying space in our homes, not many of us would have sought out the brand name of that product. A close look at the ironing mat would reveal that it is a creation of a home utility product manufacturer Bonita. The company has christened the product Alpha ironing mat, doffing its hat to the crucial role played by a group ...