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

• المؤلفون الرئيسيون: Goh, Julynn Kailin., Koh, Magdalene Hui Ying.
• مؤلفون آخرون: Chua Wei Hwa
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2013
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/51577

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...