Multilevel marketing (mlm) industry : an empirical study.

• Main Authors: Hay, Huixiang., Lim, Shu Chin., Ng, Guat Ting.
• Other Authors: Lee-Chin, Marina Foong Tow
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Multilevel
• Online Access: http://hdl.handle.net/10356/10177
• Institution: Nanyang Technological University

The main objective of our study is to examine the Multilevel Marketing (MLM) industry in Singapore, including the perception of the public towards MLM, the views from MLM companies, the sentiments of distributors towards their companies, as well as the ethical issues concerning the industry. The results generated indicate that Singaporeans are generally negative towards MLM. Further analysis shows that purchasers, especially those who are currently using the products, have more positive perceptions than non-purchasers and purchasers who had discontinued with the products. It was also found that purchasers generally buy the products from their friends and relatives who are distributors. As for distributors, results indicate that they are generally committed to their companies and are satisfied with their jobs. Despite five years following the deregulation of MLM in Singapore, the industry still seems promising in setting new grounds for their unique method of product distribution. However, in light of the ethical concerns, recommendations have also been provided to improve the public’s perception.