Involvement and its marketing implications in female products

• Main Authors: Ng, Soo Khim, Tia, Lew Yong, Wan, Yin Yoke
• Other Authors: Tan, Thomas Tsu Wee
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/11119
• Institution: Nanyang Technological University

This paper identifies the role that involvement plays in females' purchase behavior and identifies the implications for marketers of these products.