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

• 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
• Institution: Nanyang Technological University

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...