Consumer attitudes towards direct response television in Singapore

• Main Authors: Shin, John Chng Chyn, Hua, Lim Cheang, Khim, Loh Gek
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/55536
• Institution: Nanyang Technological University

Direct Response shopping and other forms of in-home shopping are likely to be trends in the late 1990s in Singapore. As the country advances, Singapore citizens become more affluent and the pace of life becomes faster. Direct Response Television ( DRTV )...