Motivations of beer purchase among Singapore undergraduates.

• Main Authors: Ng, Roy Choon., Ong, Nevin Guo Chao., Tan, Lina Li Na.
• Other Authors: Chen Yee Fong, Geraldine
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Consumer behaviour
• Online Access: http://hdl.handle.net/10356/44095
• Institution: Nanyang Technological University

This study examines the relationship between brand perception, taste, peer influence and beer purchase. The moderating effect of marketing communication tools on the relationship between brand perception and beer purchase, with relation to undergraduates, was also investigated. A total of 7 hypothes...