The consumer perception about local versus global brands : an exploratory study.

• Main Authors: Ng, Eng Chen., Lee, Peggy Pei Qi., Lim, Xiu Ru.
• Other Authors: Ng Sok Ling, Sharon
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Consumer behaviour
• Online Access: http://hdl.handle.net/10356/43717
• Institution: Nanyang Technological University

This study focused on the perception of young Singaporean consumers towards local brands and global brands. A pre-study was done to gain some knowledge on local consumers‟ perception prior to more extensive research. Based on our pre-study, we found that local brands were losing out to global brands...