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Lighting the Lotus : investigating the influence of brand knowledge and corporate image on the buying behavior of consumers on the Vietnamese lighting market

Pruijsen, M. (2008) Lighting the Lotus : investigating the influence of brand knowledge and corporate image on the buying behavior of consumers on the Vietnamese lighting market.

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Abstract:This report describes the assignment that was executed at the Lighting Division of Philips Electronics Vietnam Ltd. (PEV) in the period of September 2007 until February 2008 as a graduation project for two master studies: Business Administration (BA) and Communication Science (CS). The assignment focuses on the consumer market of PEV. At the moment PEV is the third player in the Vietnamese consumer lighting market with a market share of about 10%, after the two leading brands: Dien Quang and Rang Dong. PEV wants to change this and strives to become market leader in the Vietnamese consumer lighting market by the end of 2010. This report focuses on the assignment for CS. The goal of this study was to investigate the influence of brand knowledge and corporate image on the buying behavior of consumers on the Vietnamese lighting market. The research question of this assignment therefore is: ‘How do brand knowledge and the corporate image of Philips predict the buying behavior of consumers in the Vietnamese lighting market?’
Item Type:Essay (Master)
Clients:
Philips Electronics Vietnam Ltd.
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/58454
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