The exploratory research on Singaporean consumers' purchasing decision on handphones.
Ong, Pei Lian.
Wee, Xi Yan.
Chua, Shwu Jiun.
Date of Issue2006
College of Business (Nanyang Business School)
Our study seeks to investigate how Singaporean consumers evaluate handphone during a purchase. Specifically, we are interested in determining the information cues that Singaporean consumers rely on when evaluating handphones, by using a multi-cue approach. We aim to test the existence of national loyalty and stereotyping among Singaporean consumers. In addition, we seek to explore the aggregate indicator or perspective that consumers have in relation to a country of origin.
Final Year Project (FYP)
Nanyang Technological University