Impact of Indian Drama Serials on Bangladeshi Consumers’ Purchase Intention and Behavior for Indian Fashion Products

Simple item page
creativework.keywordsAcculturation, Purchase intentions, Indian drama serial, Indian fashion products, Culture, Theory of planned Behavior
dc.contributor.authorIsrat Jahan Linda
dc.contributor.authorQudrat-E-Elahi Asif
dc.contributor.editorJashim Uddin Ahmed
dc.date.accessioned2024-01-18
dc.date.accessioned2024-01-18T04:51:02Z
dc.date.available2024-01-18T04:51:02Z
dc.date.issued2020-06
dc.description.abstractSatellite 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.
dc.identifier.doihttps://doi.org/10.47126/J.NSBR.1991-4938
dc.identifier.print-thesis1991-4938
dc.identifier.urihttps://repository.northsouth.edu/handle/123456789/357
dc.language.isoen
dc.publisherNorth South University
dc.rights©School of Business and Economics, North South University
dc.titleImpact of Indian Drama Serials on Bangladeshi Consumers’ Purchase Intention and Behavior for Indian Fashion Products
dc.typeArticle
oaire.citation.endPage76
oaire.citation.issue2
oaire.citation.startPage63
oaire.citation.titleNorth South Business Review
oaire.citation.volume09
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Impact of Indian Drama Serials on Bangladeshi Consumers Purchase Intention and.pdf
Size:
335.89 KB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed to upon submission
Description:
Download
Collections
Vol 09-2