Effects of single-message single-source mixed word-of-mouth on product attitude and purchase intention

• Main Authors: Ang, Ging Yin, Ong, Chin Hean, Wong, Tommy
• Other Authors: Chung, Cindy Mann Yien
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/9165
• Institution: Nanyang Technological University

The main aim of this study was to explore the consumers' perception of visual merchandising in Singapore. A qualitative approach was adopted, and conclusions were drawn from a focus group and semi-structured interviews with respondents.