ISSN 2167-0439
International Journal of Management and Business Studies ISSN 2167-0439 Vol. 6 (3), pp. 299-307, March, 2016. © International Scholars Journals
Full Length Research Paper
Qualitative and quantitative approach to identify the dominant cultural values in durable goods advertisement
Maqsudul Anam Khan1* and Tahmima Ali Jalil2
1Department of Marketing, College of Management and Economic Studies, University of Petroleum and Energy Studies, Post Office Bhidoli, Energy Acres, Prem Nagar, Dehra Dun – 248007, Uttarakhand, India.
2Department of Management, Dehradun Institute of Technology, Village Makkawala, Dehra Dun-248009, Uttarakhand, India.
E-mail: [email protected]
Accepted 28 February, 2016
Abstract
Content analysis of Indian television durable goods was conducted using qualitative and quantitative approach to identify the dominant cultural values. Content analysis established the dominant as well as subsidiary or secondary cultural values in the advertisements. Some of the dominant cultural values identified were: ‘technology’, ‘family’, ‘enjoyment’ and ‘economy’. Apart from being the dominant cultural values, ‘technology’, ‘family’ and ‘enjoyment’ also had high presence as the subsidiary values. ‘Youth’ though was low in its dominant appearance, it had high presence as a subsidiary value. Certain cultural values like ‘individualism’ and ‘sexuality’ which were earlier seen less frequently in Indian advertisements now appear more frequently in the durable goods advertisements.
Key words: Cultural values, advertisement, durable goods, focus group, product category.