Millennials and the iPhone : a study of the consumer behaviour of young Singaporeans.

Millennials and the iPhone : a study of the consumer behaviour of young Singaporeans.

This study aims to investigate the significance of the iPhone among Millennials in Singapore. I attempt to study the interaction between individuals and their iPhones and in particular the kinds of meanings and values that individuals place upon the iPhone, which affected their justifications in the...

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Bibliographic Details
Main Author: Tan, Bishi.
Other Authors: School of Humanities and Social Sciences
Format: Final Year Project
Language:English
Published: 2010
Subjects:
DRNTU::Social sciences::Sociology::Social influence
DRNTU::Business::Marketing::Consumer behavior
Online Access:http://hdl.handle.net/10356/22660
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Institution: Nanyang Technological University
Language: English
Description
Summary:This study aims to investigate the significance of the iPhone among Millennials in Singapore. I attempt to study the interaction between individuals and their iPhones and in particular the kinds of meanings and values that individuals place upon the iPhone, which affected their justifications in the purchase of the iPhone. I found the influence of personal networks to be a key factor in providing information for respondents, leading to eventual ownership of the iPhone, and various reasoning for iPhone purchases by young Singaporeans to be determinative of their consumer behaviour.

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