Perceptual mapping of doughnut brands in Singapore and strategy implications for new entrance.

• Main Authors: Lin, Rebekah Min., Lim, Abigail Ying Hui., Law, Priscilla Hui Ke.
• Other Authors: Lim, Lewis Kui Suen
• Format: Final Year Project
• Language: English
• Published: 2008
• Subjects: DRNTU::Business::Marketing; DRNTU::Business::Industries and labor
• Online Access: http://hdl.handle.net/10356/12869
• Institution: Nanyang Technological University

The doughnut industry in Singapore has been rapidly expanding since its re-emergence in 2006 by The Donut Factory.Since then, many new outlets have been devising strategies and tactics to contest for a greater market share.This report examines consumer perceptions of six major doughnut brands in Sin...