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Determinants Of Consumers’ Perception Towards PIRATEDirated Products; The Case Of Social Entrepreneurs And Marketers In Music Industry

Ibidunni, Ayodotun Stephen. and Borishade, T. T. and Dirisu, Joy Favour and Ogunnaike, O.O. (2015) Determinants Of Consumers’ Perception Towards PIRATEDirated Products; The Case Of Social Entrepreneurs And Marketers In Music Industry. STRATEGII MANAGERIALE MANAGEMENT STRATEGIES. ISSN 2392 – 8123

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Abstract

Music is generally viewed as a platform for preaching and imparting social values. As a result of this, entrepreneurs in music industry seem to have succeeded in branding themselves as social entrepreneurs. They engage business models as well as profit-making strategies in championing and/or promoting societal values. Unfortunately, piracy has been a major clog in their business wheels. The study explored the possible determinants of consumer attitude toward pirated products in music industry. Interviews were conducted to explore these possible determinants and two of these determinants were subjected to hypothetical tests. The study revealed that price of the product and the state of the economy has significant effects on consumer attitude towards pirated products. Based on the findings, it was recommended that government should provide enabling environment for the social entrepreneurs in music industry

Item Type: Article
Uncontrolled Keywords: Piracy, consumer attitude, social entrepreneurship, marketing, Music industry
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Hannah Akinwumi
Date Deposited: 02 Mar 2016 15:04
Last Modified: 02 Mar 2016 15:04
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/6324

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