Can consumption make you happy? Exploring student's quality of life from marketing perspective

• Main Authors: Jan, Muhammad Tahir, Zain, Osman M., Jehangir , Muhammad
• Format: Article
• Language: English
• Published: Management Journals, United States 2011
• Subjects: HF Commerce; HF5001 Business. Business Administration; HF5410 Marketing. Distribution of products
• Online Access: http://irep.iium.edu.my/34968/1/Can_consumption_make_you_happy-_IJEMS_%282011%29.pdf; http://irep.iium.edu.my/34968/; http://www.managementjournals.org/journals/index.php/ijems

This present study explored the concept of quality of life (QOL) marketing from the perspective of students. Furthermore, it generated qualitative data which will open doors for future research in the same area. This study adopts a qualitative approach, using in-depth face-to-face interviews. A tota...