Motivations of beer purchase among Singapore undergraduates.

• المؤلفون الرئيسيون: Ng, Roy Choon., Ong, Nevin Guo Chao., Tan, Lina Li Na.
• مؤلفون آخرون: Chen Yee Fong, Geraldine
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2011
• الموضوعات: DRNTU::Business::Marketing::Consumer behaviour
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/44095

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...