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Understanding how certain media types affect consumers' preference for foreign brands is a major concern for managers of Multinational Corporations to make better media choices in advertising campaigns. However, little research has been conducted to facilitate managers' decision. A rough set based approach to predict consumers' preference for foreign and domestic brands in their purchasing decisions is proposed. Using data collected from a large scale survey, a case study is conducted to illustrate the application and advantages of the proposed approach.
Date of Conference: 23-24 May 2009