Vol 09-2

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Open Access
Impact of Indian Drama Serials on Bangladeshi Consumers’ Purchase Intention and Behavior for Indian Fashion Products
(North South University, 2020-06) Israt Jahan Linda; Qudrat-E-Elahi Asif; Jashim Uddin Ahmed
Satellite television channels have been a major source of entertainment globally for the audience for decades now and the drama serials shown on these channels have played a significant role in connecting consumers from different parts of the world and create purchase intention for consuming products and services from other cultures through the process of acculturation. Researches indicate that global consumers nowadays are becoming increasingly culturally heterogeneous. While there have been many researches on the various agents of cultural change, a little has been covered on the role of drama serials in affecting the purchase intention by consumers. This study goes through a self-administered survey in Dhaka, Bangladesh to collect data from a sample size of 250 respondents using the concept of Theory of Planned behavior regarding how the exposure to Indian drama serials impact their purchase intention for fashion products. The findings from this research add value to the existing knowledge about the significance of television drama serials as a driver of acculturation process and consumption choice and how the marketers can use this information to come up with better marketing strategies.