Cultural Attitude Towards Print Media Advertising Of Controversial Products Among Female Consumers In Penang

Abstract

Kajian ini bertujuan untuk mengenalpasti perbezaan dikalnagan tiga etnik pengguna wanita di Malaysia (Melayu, Cina dan India), umur, pendidikan, dan taraf perkahwinan pengguna dengan sikap terhadap pengiklanan pakaian dalam wanita dan program mengurus kan badan. The present study is trying to identify the differences among female consumers of three ethnic (Malay, Chinese,and Indian), age groups, education level, and marital status with respect to attitude towards advertising of female underwear and slimming program.