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Title: Marketing implications of hip-hop culture in the greater Durban area
Authors: Hawkins, Raymond Hilary 
Issue Date: 2010
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.
Dissertation submitted in compliance with requirements for the Master Degree in Technology: Marketing, Durban University of Technology, Durban, South Africa, 2010.
Appears in Collections:Theses and dissertations (Management Sciences)

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