Exploring Factors Affecting Brand Marketing of Bangladesh Steel Industry: A Qualitative Approach
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Keywords

Brand
Brand Marketing
Marketing Communication
Steel Industry

How to Cite

Karim, R. A. (2020). Exploring Factors Affecting Brand Marketing of Bangladesh Steel Industry: A Qualitative Approach. Journal of Marketing and Information Systems, 3(1), 6-25. https://doi.org/10.31580/jmis.v3i1.1430

Abstract

The steel industry of Bangladesh is now an emerging and one of the major industrial sectors of the country. Steel being a high-end product it is necessary to create a strong brand positioning of the steel brand in the customers mind in order to reap benefits and have a strong competitive advantage over other steel companies. This paper aims to explore the marketing communication factors that affect the brand marketing of steel industry in Bangladesh based on the perceptions of corporate firms and the retailers. To collect interview data, a total of 10 in-depth semi-structured interviews was conducted from the corporate firms and the retailers of Chittagong city which were further analyzed thematically through NVivo-11 software. Under the theme of corporate and retailers’ perceptions, this study found eight sub-themes such as brand value, brand activities, customer demand, direct communication, facilities, price, qualities, and workshops & seminar. Eventually, this study was concluded by providing a few recommendations for organisational implication.

https://doi.org/10.31580/jmis.v3i1.1430
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