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Title: Analysis on the gift buying behaviour of Singaporeans
Authors: Cham, Vivien Pei See
Ng, Sherie Chern Nee
Tham, Raphael Kim Leong
Keywords: DRNTU::Business
Issue Date: 1996
Abstract: Gift giving is a perennial activity. It serves a vital role in creating and maintaining social relationships. It is with this understanding that the authors decide to embark on a study into the gift industry of Singapore. The main thrust of this report is to uncover: 1) The social dimension (consumer buying behaviour) of the gifts industry, 2) The potential of direct marketing in the gift industry, 3) Marketing strategies for a newcomer in this industry.
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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