Consumer Sentiment towards Marketing in Hong Kong
Abstract
An attempt is made to assess consumer sentiment in Hong Kong towards marketing by measuring consumer attitudes towards the four components of the marketing mix – product, price, advertising and retailing. The finding, showed that Hong Kong consumers had a slightly favourable attitude towards marketing. Among the four marketing areas, product was most favourably perceived, while price and advertising were negatively rated. Differences were found among demographic variables.
Keywords
Citation
Wee, C. and Chan, M. (1989), "Consumer Sentiment towards Marketing in Hong Kong", European Journal of Marketing, Vol. 23 No. 4, pp. 25-39. https://doi.org/10.1108/EUM0000000000563
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited