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Marketing implications of hip-hop culture in the greater Durban area

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dc.contributor.advisor Garbharran, Hari Lall
dc.contributor.advisor Raap, Peter John
dc.contributor.author Hawkins, Raymond Hilary
dc.date.accessioned 2011-01-31T07:54:04Z
dc.date.available 2012-09-01T22:20:07Z
dc.date.issued 2010
dc.identifier.other 332445
dc.identifier.uri http://hdl.handle.net/10321/572
dc.description Dissertation submitted in compliance with requirements for the Master Degree in Technology: Marketing, Durban University of Technology, 2010. en_US
dc.description.abstract Hip-Hop culture has created a lot of interest and controversy around the world. Most people have used and engaged in debates without having a clear understanding of it. Although there are numerous articles to be found on Hip-Hop culture, very little research has been done on this particular topic. The confusion that surrounds Hip-Hop culture highlights the need for marketers to conduct more research on this particular area. This particular study was conducted within the South African marketplace, in four Durban areas using a quantitative research method. The sample for the study was supposed to consist of 400 hundred respondents, but only 350 respondents were selected using a convenience sampling. Respondents were required to complete a six paged questionnaire with the interviewer's assistance. The main objective of the research was to identify and analyze the marketing implications of Hip-Hop culture in the greater Durban area. The results revealed that 60% of the respondents are strongly committed to Hip-Hop culture and they are brand fanatics. Therefore, this seeks to say, that marketers need concentrate on promoting Hip-Hop products and services. And is the high time to know the Hip-Hop culture's needs and wants. en_US
dc.description.sponsorship Lesotho Government (National Man-Power) ; Pebble Bed Modular Reactors ; National Research Foundation en_US
dc.format.extent 112 p en_US
dc.language.iso en en_US
dc.subject.lcsh Rap (Music)--South Africa--Durban en_US
dc.subject.lcsh Hip-hop--South Africa--Durban en_US
dc.subject.lcsh Target marketing--South Africa--Durban en_US
dc.subject.lcsh Marketing--Social aspects--South Africa--Durban en_US
dc.subject.lcsh Consumer behavior--South Africa--Durban en_US
dc.subject.lcsh Marketing research--South Africa--Durban en_US
dc.title Marketing implications of hip-hop culture in the greater Durban area en_US
dc.type Thesis en_US
dc.dut-rims.pubnum DUT-002305


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