Motivations of beer purchase among Singapore undergraduates.

• Main Authors: Ng, Roy Choon., Ong, Nevin Guo Chao., Tan, Lina Li Na.
• 其他作者: Chen Yee Fong, Geraldine
• 格式: Final Year Project
• 語言: English
• 出版: 2011
• 主題: DRNTU::Business::Marketing::Consumer behaviour
• 在線閱讀: 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...