by Tang Kit-mei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 128-129. / ABSTRACT --- p.ii / ACKNOWLEDGEMENTS --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.vii / LIST OF FIGURES --- p.ix / CHAPTER --- p.1 / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- A REVIEW OF THE HONG KONG BREWERY INDUSTRY --- p.3 / Slackened growth in beer market --- p.3 / Potential in Female Market --- p.7 / Chapter III. --- OBJECTIVES OF THE STUDY --- p.10 / Management Objectives --- p.10 / Research Objectives --- p.11 / Operational Definitions --- p.11 / Chapter IV. --- THEORY OF ATTITUDE ---A LITERATURE REVIEW --- p.13 / Definition of Attitude --- p.13 / Tri-component View of Attitude vs. Attitude as Affect --- p.14 / Fishbein Behavioral Intentions Model --- p.17 / Chapter V. --- EXPLORATORY RESEARCH --- p.20 / Methodology --- p.20 / Results --- p.22 / Chapter VI. --- RESEARCH DESIGN OF QUESTIONNAIRE SURVEY --- p.32 / Questionnaire Development --- p.34 / Sampling Design --- p.37 / Chapter VII. --- RESULTS OF THE QUESTIONNAIRE SURVEY --- p.41 / Accuracy of Research Results --- p.41 / Demographic Characteristics --- p.42 / Beer Consumption Behavior --- p.43 / Attitude Component in Fishbein Behaviorial Intentions Model --- p.45 / Intention to drink beer --- p.46 / Ideal Beer --- p.47 / Intention to Drink Ideal Beer --- p.48 / Subjective Norm in Fishbein Behavioral Intentions Model --- p.49 / Findings in relation to Research Objectives --- p.50 / Summary of Results of Hypothesis Testing --- p.80 / Chapter VIII. --- LIMITATIONS OF THE STUDY --- p.81 / Limitations regarding the Focus Group Discussions --- p.81 / Limitations regarding the Questionnaire Survey --- p.82 / Chapter IX. --- CONCLUDING COMMENTS --- p.84 / Importance of Subjective Norms in Determining Female Beer Consumption Intentions --- p.84 / Change Strategies to Increase Beer Consumption Intentions --- p.85 / Topics for Future Research --- p.102 / APPENDICES --- p.103 / BIBLIOGRAPHY --- p.128