A study of artificial sweetener : profile of users and non-users

• Main Authors: Lim, June Sio Hoon, Neo, Michael Wee Mong, Szeto, Siew Hong
• Other Authors: Leong Choon Chiang
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/59626
• Institution: Nanyang Technological University

The purpose of this applied research project is to study the attitudes and perception Singaporeans have of artificial sweetener. Profiles of the consumers will be developed base on the findings to help interested marketers in identifying their potential markets. Literature review and preliminary interview have been conducted. Questionnaires was formulated and a perceptual model was eventually developed. A sample size of 408 was determined base on population of Singaporeans between the age of 15 to 64 years old. Questionnaires were administrated at various town centers and shopping centers using the simple random sampling method. The data was subjected to reliability and validity tests using SPSS, a statistical software package, and was found to be valid and reliable. Careful data analysis showed that certain demographic factors of the survey respondents correspond closely with the population statistics estimated by the Department of Statistics.