Shopping on the information superhighway.

• Main Authors: Chua, Jaslyn Seok Mun., Ng, Thiam Chye., Tham, Tuck Peng.
• Other Authors: Zaher Judeh
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/52266
• Institution: Nanyang Technological University

In this technologically explosive era, consumers are getting smarter, more sophisticated, and demanding. Singaporeans are becoming more affluent and together with changes in their lifestyle, have led to a change in their shopping habits. Therefore marketers have to use more innovative marketing approach to reach out to the new age consumers. This gave rise to the rapid growth of two direct marketing tools, namely the Internet and Infomercial (direct response television advertisement). The question of whether these two direct marketing tools will succeed in their objectives in Singapore is the fundamental issue in our research. The rationale for conducting this study is to understand the attitudinal and behavioral aspect of the potential customers towards using Internet and Infomercial as their shopping tools. Our objective is to determine the present stage the two marketing tools are at in relation to the AJDA Model, and also the projection of the future potential of theses two direct marketing tools in Singapore. Further evaluation of the Internet includes testing of consumer willingness to shop through the Internet given the current problems and their perception of how soon the problems can be solved. We also examine the set of characteristics possessed by a potential Internet shopper. And finally, we study the success of a service product, holiday packages, namely, marketed through the Internet, by examining consumers’ perceptions and intention to make their travel arrangement through the Internet. Further studies of Infomercial (DRTA) include the assessment of the factors that motivates consumers to shop through DRTA. We also attempt to determine the present shopping experiences of consumers, as well as factors that would motivate them to shop through Infomercials in Singapore. Lastly, we also identify the characteristics of consumers who shop through Infomercial in Singapore to enable direct marketers to have a better understanding of their current and potential customers. We hope that this research will benefit and add value to those who are interested in these two emerging marketing tools in Singapore.