Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia

Ernest Cyril, de Run and Fah, Chin Sien (2006) Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia. Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia., 3. pp. 133-145.

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Abstract

This research sets out to determine the changes in attitude, emotion and behaviour of respondents to packaging using Bahasa Malaysia or Chinese in a multicultural Asian country, Malaysia. The findings of this research indicate that respondents reacted more favorably to product packaging imprinted in their own ethnic language. However, there is no significant difference between respondents in their attitude towards the company, indicating that there is a disparity between consumer reaction towards the company and its product packaging.

Item Type: Article
Uncontrolled Keywords: UNIMAS, Language, packaging, ethnic, Malay, Chinese, Malaysia.
Subjects: A General Works > AC Collections. Series. Collected works
A General Works > AC Collections. Series. Collected works

H Social Sciences > HB Economic Theory
P Language and Literature > P Philology. Linguistics
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Karen Kornalius
Date Deposited: 13 Jan 2014 02:50
Last Modified: 14 Apr 2016 06:38
URI: http://ir.unimas.my/id/eprint/526

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