Profiling and investigating the determinants of strength of brand preference of beer-drinking undergraduates in Singapore.

• Main Authors: Goh, Julynn Kailin., Koh, Magdalene Hui Ying.
• Other Authors: Chua Wei Hwa
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51577
• Institution: Nanyang Technological University

With the potential growth in the Singapore beer market, marketing managers are utilizing various forms of marketing strategies to appeal to the younger crowd. This study sets out to reconcile prior literatures that seemingly contradict each other in trying to establish the effectiveness of marketing...