and Points of Differentiation”
The larger society of Karachi and its beliefs, values and customs originate from different sub-cultural groups that provide an opportunity for marketers segment the society in order to create opportunities for their products and services, today and in the times to come.
The sub-cultural divisions are based on socio-cultural and demographic variables of:
a.Nationality (birthplace of ancestors)
We have divided Karachi on the basis of:
Karachi should be classified into three ethnic categories viz., people belonging to the different provinces and identifiable areas within a province such as Makran or the Saraiki region.
The second category is that of the migrated ethnic groups i.e. from India at the time of partition and Afghanistan. Foreign nationals (legal or illegal) constitute the third ethnic category.
Ethnic GroupsForeign Immigrants
Because each of these ethnic groups has its own set of cultural beliefs, values and customs, therefore a marketer could come across rich diversity in different parts of Karachi especially with regard to:
a.Food and restaurants
b.Festivals and ceremonies
c.Performance arts and music
e.Marriage and family
f.Medicine and healthcare
h.Fashion and shopping centers
i.Commercial and trade activities
The central idea of each ethnic group is different. It perceives things differently from within its own view-frame and has different attitudes because of the strong bond to their values and customs. This is a primary reason that regardless of exposure to media and effective stimuli for a bank, a typical Pakhtoon (rural-urban settler in Karachi) will not open a bank account and prefer instead of save money in large steel chests/trunks at home. In the authors’ opinion, there will be no attitude formation and change.
Predominantly, Urdu is widely spoken and understood in Karachi but the ethnic groups have their own languages and dialects.
Within the language of Urdu, several dialects could be heard in different parts of Karachi. The dialect spoken by immigrants from the regions of Banglore, Hyderabad Deccan, Dehli and Bihar bear striking difference.
In certain areas of Karachi e.g. Dhorajee and Bantwa Nagar, one comes across public signage in Memoni. Similarly, there are a number of newspapers published in Gujrati and Sindhi languages. Accordingly, most of the FMCG products have label and packaging information written in Urdu besides English and in some cases such as biscuits Arabic could also be seen on the label.
From politics to workplace environment; from socializing to technology, language plays a central role which brings together different people into different groups which in the longer affect the larger consumer behavior process. Religion
Religion is used by entrepreneurs for their profit maximization and it also acts as a barrier between advertising stimuli and attitude formation.
Bifurcation of Karachi’s population according to religion is as follows:
Consider the example of numerous tour operators offering pilgrimage packages. That’s a legitimate business but...