Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/10177
Title: Multilevel marketing (mlm) industry : an empirical study.
Authors: Hay, Huixiang.
Lim, Shu Chin.
Ng, Guat Ting.
Keywords: DRNTU::Business::Marketing::Multilevel
Issue Date: 2006
Abstract: The main objective of our study is to examine the Multilevel Marketing (MLM) industry in Singapore, including the perception of the public towards MLM, the views from MLM companies, the sentiments of distributors towards their companies, as well as the ethical issues concerning the industry. The results generated indicate that Singaporeans are generally negative towards MLM. Further analysis shows that purchasers, especially those who are currently using the products, have more positive perceptions than non-purchasers and purchasers who had discontinued with the products. It was also found that purchasers generally buy the products from their friends and relatives who are distributors. As for distributors, results indicate that they are generally committed to their companies and are satisfied with their jobs. Despite five years following the deregulation of MLM in Singapore, the industry still seems promising in setting new grounds for their unique method of product distribution. However, in light of the ethical concerns, recommendations have also been provided to improve the public’s perception.
URI: http://hdl.handle.net/10356/10177
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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