Consumer attitudes towards direct marketing channels in Singapore.
Cheng, Eddy Hong Wee.
Tay, Pick Jiang.
Wee, Paul Hsien.
Date of Issue1999
College of Business (Nanyang Business School)
The purpose of this report is to explore the level of consumer attitudes towards direct marketing and subsequent implications. The development of direct marketing in Singapore will be explored. The classical model of attitudes is used to assess the level of consumer attitudes towards direct marketing channels. This includes measuring three components of consumer behaviour -- cognitive, affective and conative.
Final Year Project (FYP)
Nanyang Technological University