Brand Presentation on Consumer Preferences Of Rice in Singapore: The magical effects of the colour Red, the word Royal and the mythical image Phoenix on the branding of rice in Singapore

Han, Lindy, Wee Benjamin Lum, Aaron, Shaochun, Chen

ISBN 10: 3843374937 / ISBN 13: 9783843374934

Published by LAP LAMBERT Academic Publishing, 2010

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Bibliographic Details

• Title: Brand Presentation on Consumer Preferences Of Rice in Singapore: The magical effects of the colour Red, the word Royal and the mythical image Phoenix on the branding of rice in Singapore
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2010
• Language: English
• ISBN 10: 3843374937
• ISBN 13: 9783843374934
• Binding: Paperback
• Condition: Like New
• Book Type: book

About this title

Synopsis

A data analysis supports our observations of the impact of colours, words and images on brand rice perception. This research ultimately indicates that the impact of brand rice perception will lead to higher consumer preference. The results of our experiment indicates that the use of the colour ?Red?, the word ?Royal? and the mythical image ?Phoenix? have the greatest positive effect on the respective aspects of rice brand perception.

About the Author

We did this research report as second year Business students in Nanyang Business School, Singapore, under the guidance of Prof. Khoo Hong Meng.