Korean beauty experience : a study of endorser and store environment effects on consumer behaviour

• Main Authors: Chong, Han Xiang, Neo, Ying Ying, Zhang, Xin Yi
• Other Authors: Wan, Chew Yoong
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10430
• Institution: Nanyang Technological University

The aim of our study is to explore the effects endorsers and store displays have on perceived product quality and purchase decision. This study will be done based on one of the latest trends in the consumer market: The uprising of Korean economically-priced skincare and cosmetics concept shops.