The consumer perception about local versus global brands : an exploratory study.

• المؤلفون الرئيسيون: Ng, Eng Chen., Lee, Peggy Pei Qi., Lim, Xiu Ru.
• مؤلفون آخرون: Ng Sok Ling, Sharon
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2011
• الموضوعات: DRNTU::Business::Marketing::Consumer behaviour
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/43717
• المؤسسة: Nanyang Technological University

This study focused on the perception of young Singaporean consumers towards local brands and global brands. A pre-study was done to gain some knowledge on local consumers‟ perception prior to more extensive research. Based on our pre-study, we found that local brands were losing out to global brands...