Influence of collectivism-individualism on Singapore's chinese youth purchasing behaviors.

• Main Authors: Koh, Gladys Ping Piing., Ng, Yee Leen., Yeo, Hui Sing.
• Other Authors: Xia, Yang
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/8729
• Institution: Nanyang Technological University

In our research, we attempt to examine whether there is a growing trend of increased individualism among the young Chinese in Singapore and how the collectivism-individualism dimension will affect their purchasing behaviors.