Factors that affect consumer purchase intention of house brands in Singapore

• Main Authors: Tan, Min Yan, Tan, Shu Xian, Tai, Yue Zhen
• Other Authors: Wan Chew Yoong
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/15266
• Institution: Nanyang Technological University

Understanding what influences consumer buying behavior is one of the first steps to take when supermarkets design their marketing strategy. The purpose of this paper is hence to investigate the factors that influence the buying behavior of consumers of house brands in local supermarkets. In addition...