Abhigyan

Freda Swaminathan ¹, Asif Zameer ¹

Affiliations
1 FORE School of Management, New Delhi, IN

Abstract

Studies have indicated that culture is reflected in advertising. This study surveys how consumers perceive the cultural dimensions as per Hofstede reflected in Indian advertising. Primary research was undertaken amongst males and females aged 18 - 30 years of age, by exposing them to both print and television advertising, and then studying their perceptions of the culture reflected in the advertising. This was researched for selected and popular advertising of products having high consumer involvement and low consumer involvement. Consumer opinion was also sought regarding whether cultural stimuli is perceived ethically as positive or negative in the advertising. The research gauged consumer opinion on the likeability of the cultural dimensions used in the print and television advertising. The study attempts at recommending to advertising professionals the use of cultural dimensions in advertising, and gives scope for further research in the area of effectiveness of using cultural stimuli in advertising.

Keywords

Cultural Dimensions, Print, Television, Appeals, Opinions.

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Asif Zameer ¹

Affiliations
1 FORE School of Management, New Delhi, IN

Abstract

Modern Retailing is the sunrise industry of the 21st century in India. Though retailing is centuries old, the concept of organized retail has taken off in full earnest at the turn of this century in our country. From there on, a lot of interest has been generated in the study of retailing. Many B-schools have Retail Management as a complete discipline in its own in their offering to the students or at least have this subject as an elective in marketing specialization.

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Asif Zameer ¹

Affiliations
1 FORE School of Management, New Delhi, IN

Abstract

Selling as a concept is imbibed in the very nature of human beings who are constantly trying to get a ‘yes’ for all their needs and requirements like the way a child wants her parents to accede to her demands and wishes. Selling is an age-old profession, a product of industrial revolution, when the manufacturers started producing quantities far in excess of what their immediate surrounding markets could absorb. However, this profession became the last resort of many persons, who got into sales jobs out of sheer desperation and / or in the lure of making some quick money. As the competition increased, many of the sales people started using unscrupulous means to somehow achieve their targets for the month. The philosophy of Selling Concept, adopted by many companies, created the image of the glib-talking, over smart salesman. The profession earned a bad name and high degree of customer-resistance.

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