Effects of culture on consumer utility

• Main Authors: Sng, Han Xiang, Nah, Zhi Wei, Yang, Daniel Zhilong
• Other Authors: Goh Kim Huat
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/48315
• Institution: Nanyang Technological University

Transaction utility theory argues that consumers do not just consider only the value of the goods and services in respect to the price paid; they take into account their own perception of the quality of the transaction made as well. This has led to further investigation of this theory on its effects...