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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Assessing the market potential of a BMW touring car in Hong Kong: an exploratory study.

January 1993 (has links)
by Lee Sum Yiu, Raymond. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves B1-1-B1-2). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / ACKNOWLEDGEMENTS --- p.vii / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter CHAPTER II --- RESEARCH OBJECTIVES AND METHODOLOGY / Chapter 2.1 --- Business problem defined --- p.3 / Chapter 2.2 --- Research objectives --- p.3 / Chapter 2.3 --- Research methodology --- p.4 / Chapter 2.3.1 --- Research design --- p.6 / Chapter 2.3.2 --- Sampling design --- p.7 / Chapter CHAPTER III --- LITERATURE REVIEW / Chapter 3.1 --- Definition of attitude --- p.9 / Chapter 3.2 --- Function of attitude --- p.10 / Chapter 3.3 --- Consumer research literature --- p.12 / Chapter CHAPTER IV --- PRODUCT DESCRIPTION AND KEY SELLING POINT / Chapter 4.1 --- Key features of BMW Touring Car --- p.16 / Chapter 4.1.1. --- Practical and flexible design --- p.16 / Chapter 4.1.2. --- Performance --- p.17 / Chapter 4.2 --- Key selling points --- p.18 / Chapter CHAPTER V --- COMPETITIVE PROFILE / Chapter 5.1 --- Direct competitors --- p.21 / Chapter 5.2 --- Indirect competitors --- p.23 / Chapter CHAPTER VI --- RESEARCH HYPOTHESIS --- p.25 / Chapter CHAPTER VII --- QUESTIONAIRE DESIGN --- p.29 / Chapter 7.1 --- General question & product information --- p.30 / Chapter 7.1.1. --- Product usage --- p.30 / Chapter 7.1.2 --- Lifestyle characteristics --- p.30 / Chapter 7.1.3 --- Product functions and feature --- p.30 / Chapter 7.1.4 --- Product image and status --- p.31 / Chapter 7.1.5 --- Competitors --- p.31 / Chapter 7.1.6 --- Number of car owned --- p.31 / Chapter 7.2 --- Pricing --- p.31 / Chapter 7.3 --- Advertising and promotion --- p.32 / Chapter 7.4 --- Service provided by sales force --- p.32 / Chapter CHAPTER VIII --- LET THOSE WHO BOUGHT IT SAID SOMETHING --- p.33 / Chapter CHAPTER IX --- DISCUSSION ON RESEARCH FINDING / Chapter 9.1 --- Summary of sample achieved --- p.37 / Chapter 9.2 --- Interview procedures --- p.38 / Chapter 9.3 --- Result and Analysis / Chapter 9.3.1 --- Target customers --- p.40 / Chapter 9.3.2 --- Product image and impression --- p.41 / Chapter 9.3.3 --- Pricing of the product --- p.49 / Chapter 9.3.4 --- Advertising and promotion --- p.50 / Chapter 9.3.5 --- Sales force management --- p.51 / Chapter CHAPTER X --- CONCLUSION AND RECOMMENDATION / Chapter 10.1 --- Limitation of present research --- p.53 / Chapter 10.2 --- Conclusion / Chapter 10.2.1 --- Defining the target segment --- p.54 / Chapter 10.2.2 --- Product image and impression --- p.55 / Chapter 10.2.3 --- Pricing Strategy --- p.56 / Chapter 10.2.4 --- Advertising and Promotion --- p.56 / Chapter 10.2.5 --- Sales force management --- p.57 / Chapter 10.3 --- Recommendation --- p.57 / Chapter CHAPTER XI --- OVERALL REVIEW OF THE RESEARCH --- p.59 / Chapter APPENDIX I --- QUESTIONAIRE FOR DEPTH INTERVIEW --- p.A1-1 / Chapter APPENDIX II --- DEMOGRAPHIC INFORMATION OF INTERVIEWEES --- p.A2-1 / BIBLIOGRAPHY --- p.B1-1

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