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Malaysian Chinese Consumer Behaviour

Jean Chii Ong

ISBN 10: 384540955X / ISBN 13: 9783845409559
Published by LAP LAMBERT Academic Publishing
New Condition: New Paperback
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Paperback. 120 pages. Dimensions: 8.7in. x 5.9in. x 0.3in.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 Chineses 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. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Bookseller Inventory # 9783845409559

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Synopsis:

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.

Product Description: The Malaysian Chinese is unique and highly distinctive among the ethnic Chinese. They are living in....

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Bibliographic Details

Title: Malaysian Chinese Consumer Behaviour

Publisher: LAP LAMBERT Academic Publishing

Binding: Paperback

Book Condition: New

Book Type: Paperback

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