Malaysian Chinese Consumer Behaviour

di Ong, Jean Chii
Stato: Nuovo
47,61 €
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Ong, Jean Chii Malaysian Chinese Consumer Behaviour
Ong, Jean Chii - Malaysian Chinese Consumer Behaviour

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Consegna: tra venerdì 27 maggio 2022 e martedì 31 maggio 2022
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Descrizione

The Malaysian Chinese is unique and highly distinctive among the ethnic Chinese. They are living in multicultural environment and having highly westernised lifestyle. Thus, this work is attempt to explore new insight and develop further knowledge of Malaysian Chinese consumers' (aged 25 - 34) behaviour which has been under-researched for sometimes. Previously, marketing researchers (Ong, 1993; Mokhlis, 2009) found that there is no homogenous among Malaysian Chinese in terms of ethnic attitudes and consumer behaviours. Therefore, it would be appropriate to explore Malaysian Chinese's ethnicity ties and self ethnic identification, because it is important in determine continuation of Chinese culture influence. Moreover, this work will also continue to unfold the affect of Chinese culture influences on Malaysian Chinese consumers' perceived value in consumption. Furthermore, the qualitative research approach has been adopted in this research. Three naturalistic group interviews and two in-depth interviews were conducted to interview three groups of informants, namely consumers, marketer and retailer.

Contributori

Scrittore:
Ong, Jean Chii

Ulteriori informazioni

Biografia:
Jean C. ONG, MSc: Studied International Business at The University of Nottingham at Nottingham, United Kingdom.
Lingua:
Inglese
Edizione:
1/2011
Numero di Pagine:
120
Tipo multimediale:
Copertina morbida
Editore:
LAP Lambert Academic Publishing

Dati Principali

Tipologia prodotto:
Brossura
Dimensioni del collo:
0.22 x 0.15 x 0.007 m; 0.227 kg
GTIN:
09783845409559
DUIN:
6R0ES7BIJOB
47,61 €
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