Brand Perceptions and Preferences of Malaysians: An Exploratory Study of Malays, Chinese and the Indians.
Juzar, Rumana (2009) Brand Perceptions and Preferences of Malaysians: An Exploratory Study of Malays, Chinese and the Indians. [Dissertation (University of Nottingham only)] (Unpublished)
The world today is becoming more homogenized and multicultural societies are emerging. The increased diversity in the local marketplaces of some nations brings much focus to be researched on. Microcultures and national cultures are important dimensions for marketers to predict consumer behaviour. In this study, the concepts of ethnicity and acculturation in Malaysia is examined to predict if there are similarities or differences among the three ethnic groups: Malays, Chinese and the Indians. This is to explore if the effects of ethnicity and acculturation play a part on their brand consumption habits.
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