Consumer attitudes towards direct marketing channels in Singapore.

• Main Authors: Cheng, Eddy Hong Wee., Tay, Pick Jiang., Wee, Paul Hsien.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10565
• Institution: Nanyang Technological University

The purpose of this report is to explore the level of consumer attitudes towards direct marketing and subsequent implications. The development of direct marketing in Singapore will be explored. The classical model of attitudes is used to assess the level of consumer attitudes towards direct marketi...