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Full-Text Articles in Marketing
Get Organised: The Importance Of Focus In Shopping, Knowledge@Smu
Get Organised: The Importance Of Focus In Shopping, Knowledge@Smu
Knowledge@SMU
Consumer decision making can be conceptualised as a series of stages progressing from the recognition of a need to search for information about alternatives, the formation of a consideration set, a formal evaluation of the choices, and finally, making the purchase. But how much of this process might be affected by a consumer’s style of goal pursuit? According to Hannah Chang, an assistant professor of marketing at SMU, businesses will do well to pay attention to their target customers' decision environments.
Beckon The Dragon: How Businesses Can Attract The Chinese Consumers Through Digital Marketing, Knowledge@Smu
Beckon The Dragon: How Businesses Can Attract The Chinese Consumers Through Digital Marketing, Knowledge@Smu
Knowledge@SMU
The rise of China to the world’s second largest economy has seen a boom in its consumer market with its citizens having more purchasing power. China’s retail market is growing rapidly, including the trend of online shopping with the expansion of the credit card industry. As more and more Chinese citizens get online, the internet is slowly becoming a powerful tool for businesses to reach out to them.