That's pretty disrespectful. Have you talked to him about it? Not just correct him, but actually talk about why it's rude and how it negatively affects your work.

my name is Jeff.

One of my managers calls me Alex too even though my name is Alexis. I always corrected him, but three years later, he still calls me Alex so it's pointless haha. But when you go home OP, just tell yourself your name a few times before bed and it might help =P haha.

Well I'd fit right in

Just like Jerry/Gary/Larry from Parks and Recreation .

Has Alex from Target gone too far?

Do you work at target?

You don't work at target by any chance? Edit: a million people beat me to this joke already.

I assume your name is 'Alec'? That's my boyfriend's name and my grampa still calls him 'Alex.' I (kind of) feel your pain, OP

there is a solution for this issue..just call your boss by some different until he calls you by correct name...