Garbharran, Hari LallRaap, Peter JohnHawkins, Raymond Hilary2011-01-312012-09-012010332445http://hdl.handle.net/10321/572Dissertation submitted in compliance with requirements for the Master Degree in Technology: Marketing, Durban University of Technology, Durban, South Africa, 2010.Hip-Hop culture has created a lot of interest and controversy around the world. Most people have used and engaged in debates without having a clear understanding of it. Although there are numerous articles to be found on Hip-Hop culture, very little research has been done on this particular topic. The confusion that surrounds Hip-Hop culture highlights the need for marketers to conduct more research on this particular area. This particular study was conducted within the South African marketplace, in four Durban areas using a quantitative research method. The sample for the study was supposed to consist of 400 hundred respondents, but only 350 respondents were selected using a convenience sampling. Respondents were required to complete a six paged questionnaire with the interviewer's assistance. The main objective of the research was to identify and analyze the marketing implications of Hip-Hop culture in the greater Durban area. The results revealed that 60% of the respondents are strongly committed to Hip-Hop culture and they are brand fanatics. Therefore, this seeks to say, that marketers need concentrate on promoting Hip-Hop products and services. And is the high time to know the Hip-Hop culture's needs and wants.112 penRap (Music)--South Africa--DurbanHip-hop--South Africa--DurbanTarget marketing--South Africa--DurbanMarketing--Social aspects--South Africa--DurbanConsumer behavior--South Africa--DurbanMarketing research--South Africa--DurbanThesishttps://doi.org/10.51415/10321/572