Military Themed Products

Abstract

Across time and categories, products and solutions have specifically been developed for military newlineapplication. However, with the passage of time these products evolved, from being consumed newlineonly by the military, to being consumed by non military people also. newlineThe primary purpose of this study is to understand the motivations among non military people to newlineconsume military themed products. The study also aims to understand the impact of consumption newlineof these military themed products, on non military users. newlineThis thesis is qualitative in nature. Due to the absence of any significant work done in the past, newlineon this subject, the phenomenon of consumption of military themed products remains largely newlineunexplained. As the subject has not been studied in the past, it is also exploratory in design. newlineMilitary themed products, used by non military people are diverse and encompass a wide and newlinediverse range of products and experiences. Based on store visits and website searches, 81 newlineproducts, experiences and games were initially identified as military themed products. Post newlineidentification of these 81 products, experiences and games a pilot research was conducted, newlineamong the respondents. The objective of the pilot research was to narrow the scope of these 81 newlineproducts, experiences and games, for the main research. newlineData has been collected from one specific respondent profile. The respondent profile mirrors the newlinerecruitment guidelines issued by various governmental recruiting agencies, for the recruitment of newlineofficers in the military services. The respondent profile, selected for this study was (a) all male newline(b) 18 24 years (c) belonging to SEC A1 to A3. The SEC definitions are based on the guidelines newlineissued by MRUC and MRSI. For further understanding of the SEC guidelines, refer to newlineAnnexure 1. newlineOf the 81 products, experiences and games shown in the pilot research, the respondents newlineidentified five products as being distinctly military themed. Of the five, three products were newlinetaken into consideration, for the main research. newlineFor the main research, respondent data-sets for two products were created by visiting specific newlinebusiness establishments. Name and contact details of the respondents, were collected from these newline2 newlinebusiness establishments. Random numbers were generated for the names collected and newlinerespondents were selected from these randomized data-sets. For the third product, respondents newlinewere identified through purposive sampling. newlineConsidering the exploratory nature of the work, a semi-structured questionnaire was developed. newlineIn depth interviews were considered to be the most appropriate for data collection, given the newlinequalitative and exploratory nature of the study. newlineThematic analysis has been used for data analysis. Thematic analysis has been done on the newlineprinciples of transcribing the data, coding the data, categorizing of codes and development of newlinethemes to ensure in depth understanding of the study objectives. The purpose of this study is to address real-life issues faced by newlinethe military forces, in India. As the issues are real, it is believed that this research will be of newlineseminal importance to the MoD and MHA. This research will enable policymakers create newlinefocused and effective marketing and communication campaigns to attract the best and most newlinemotivated minds to the military and the central police forces. newline