Understanding consumer’s behaviour through past experience, situation and subjective culture.

• Main Authors: Su, Jie Hui., Pooh, Karen Chuan Ling., Tan, Elsa Hin Hui., Tan, Li Ting.
• Other Authors: Wan Ching
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Social sciences::Psychology
• Online Access: http://hdl.handle.net/10356/44494
• Institution: Nanyang Technological University

This study argues that people’s perception of their culture, personal values, past user experiences and situations of consumption will have an impact on their preference of prestigious brand of goods. Additionally, this study proposed that people’s perception of their culture would have a moderation...