A study of consumer preferences against marketing strategies in the food and beverage industry.

• Main Authors: Choo, Zhi Hui., Lee, Nian Sia., Ng, Celine.
• Other Authors: McGovern, Ian
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/9874
• Institution: Nanyang Technological University

This report is focused on exploring the types of marketing strategy utilised by brands operating across different categories of the F&B industry in Singapore. With this study we are attempting to understand the competitive strategies adopted in the local context, and aim to create guidelines fo...