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Papers by Ashima Khurana
The project aims to gain knowledge of one of the sub-cultures of the country which differ due to ... more The project aims to gain knowledge of one of the sub-cultures of the country which differ due to their sexual orientation-The LGBT. This community existed since inception however has been recognized in the recent years. The prime agenda of the report is to bring the eye of business world towards this emerging lucrative market which is estimated to be around 45 million with the spending power of around $200 billion (OutNowConsulting 2013). Also considering the current legal scenario of the nation which is not in support of the segment due to which India is losing onto 6% GDP every year (Hiscott 2014) the reason being mass emigration, brain drain, government spending on diseases suffered by the segment such as HIV, depressions etc.
In the first fragment of report an in-depth study of Levis Strauss & Co. is conducted in order to understand the brand & it’s LGBT friendly activities as to how the firm has been successfully targeting the segment with minimum backlashes from heteros. Since Levi’s had no marketing campaign in India catering to this sub-culture thus it is very important to know why is it so. Hence a research has been conducted in order to understand the behavior of heterosexuals towards homosexuals.
The findings came out to be totally unexpected and gender related, which said that men have an accepting behavior towards lesbians whereas relatively non-accepting behavior towards gay, especially in advertisements. Therefore a communication model has been developed in the report taking into consideration the psyche of heteros and homos leading to a mutual communication path.
India is a diversified country with so many sub-cultures holding together, however this diversifi... more India is a diversified country with so many sub-cultures holding together, however this diversification and differences in values and beliefs to some degree have led to unequal segregation within. The subject of this paper deals with one of such community which has been facing unequal treatment since perpetually especially in India-'The LGBT'. Though the scenario has positively changed for them in west but not much progress has been seen in India. Thereby the aim of this paper is to draw the attention of the marketers towards this emerging market which due it's high spending power is lucrative too. Businesses have believed to change the world; thereby changing the viewpoint of the world towards this community via business is what the author has tried to incorporate. However, marketers may confront challenges in achieving this business sector through mainstream advertising because of the 'stigma' attached to homosexuality, which often results in the marginalization of heterosexual consumers. Henceforth certain techniques and communication strategies has been incorporated to achieve the same along with a case study that has been used to understand the behavior of Gen Y towards the community in Indian context.
Other by Ashima Khurana
The project aims to gain knowledge of one of the sub-cultures of the country which differ due to ... more The project aims to gain knowledge of one of the sub-cultures of the country which differ due to their sexual orientation-The LGBT. This community existed since inception however has been recognized in the recent years. The prime agenda of the report is to bring the eye of business world towards this emerging lucrative market which is estimated to be around 45 million with the spending power of around $200 billion (OutNowConsulting 2013). Also considering the current legal scenario of the nation which is not in support of the segment due to which India is losing onto 6% GDP every year (Hiscott 2014) the reason being mass emigration, brain drain, government spending on diseases suffered by the segment such as HIV, depressions etc.
In the first fragment of report an in-depth study of Levis Strauss & Co. is conducted in order to understand the brand & it’s LGBT friendly activities as to how the firm has been successfully targeting the segment with minimum backlashes from heteros. Since Levi’s had no marketing campaign in India catering to this sub-culture thus it is very important to know why is it so. Hence a research has been conducted in order to understand the behavior of heterosexuals towards homosexuals.
The findings came out to be totally unexpected and gender related, which said that men have an accepting behavior towards lesbians whereas relatively non-accepting behavior towards gay, especially in advertisements. Therefore a communication model has been developed in the report taking into consideration the psyche of heteros and homos leading to a mutual communication path.
India is a diversified country with so many sub-cultures holding together, however this diversifi... more India is a diversified country with so many sub-cultures holding together, however this diversification and differences in values and beliefs to some degree have led to unequal segregation within. The subject of this paper deals with one of such community which has been facing unequal treatment since perpetually especially in India-'The LGBT'. Though the scenario has positively changed for them in west but not much progress has been seen in India. Thereby the aim of this paper is to draw the attention of the marketers towards this emerging market which due it's high spending power is lucrative too. Businesses have believed to change the world; thereby changing the viewpoint of the world towards this community via business is what the author has tried to incorporate. However, marketers may confront challenges in achieving this business sector through mainstream advertising because of the 'stigma' attached to homosexuality, which often results in the marginalization of heterosexual consumers. Henceforth certain techniques and communication strategies has been incorporated to achieve the same along with a case study that has been used to understand the behavior of Gen Y towards the community in Indian context.