The Lord of The Rings : a study on the mobile phone ringtone industry in Singapore.

• Main Authors: Kwok, Yushan., Ong, Wengy Wenqi., Pei, Kok Kheong.
• Other Authors: Teo, Jack Cheng Chuah
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Industries and labor
• Online Access: http://hdl.handle.net/10356/9189
• Institution: Nanyang Technological University

Owing to the rapid rate of diffusion and adaptation by different customer segments, it is vital to gain a better understanding of the attitudes and behaviour of distinct targeted segments. The motivation of this academic research project is to provide some useful insights about consumers' attit...