published_or_final_version / Business Administration / Master / Master of Business Administration

by Leung Chi Wai, Wong Shan Ki. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 101-104). / Questionnairies also in Chinese. / ABSTRACT / TABLE OF CONTENTS / LIST OF TABLES / LIST OF FIGURES / ACKNOWLEDGMENT / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Overview --- p.1 / Chapter 1.1.1 --- Reason for Study --- p.1 / Chapter 1.1.2 --- Approach for Study --- p.2 / Chapter 1.2 --- Market Overview --- p.4 / Chapter 1.2.1 --- Market Definition --- p.4 / Chapter 1.2.2 --- Competitions --- p.5 / Chapter 1.2.3 --- Market Size --- p.7 / Chapter 1.3 --- Company Profile --- p.11 / Chapter 1.3.1 --- Overview --- p.11 / Chapter 1.3.2 --- Product --- p.12 / Chapter 1.3.3 --- Pricing --- p.13 / Chapter 1.3.4 --- Distribution --- p.14 / Chapter 1.3.5 --- Promotion --- p.15 / Chapter 1.3.6 --- Market Share and Penetration --- p.15 / Chapter 1.4 --- Research Objectives --- p.16 / Chapter 2. --- LITERATURE REVIEW --- p.17 / Chapter 2.1 --- Market Segmentation --- p.17 / Chapter 2.1.1 --- Benefits of Market Segmentation --- p.18 / Chapter 2.1.2 --- Characteristics of a Market Segment --- p.19 / Chapter 2.1.3 --- Psychographic Segmentation --- p.20 / Chapter 2.2 --- Cable TV Industry --- p.27 / Chapter 2.2.1 --- Reasons of subscribing Cable TV --- p.27 / Chapter 2.2.2 --- Comparison of Cable subscribers and non-subscribers --- p.29 / Chapter 2.2.3 --- Other related issues --- p.30 / Chapter 3. --- RESEARCH OBJECTIVES --- p.33 / Chapter 3.1 --- Strategic Problems --- p.33 / Chapter 3.2 --- Research Problems --- p.33 / Chapter 4. --- RESEARCH METHODOLOGY --- p.35 / Chapter 4.1 --- Exploratory Study --- p.35 / Chapter 4.2 --- Questionnaire Design --- p.36 / Chapter 4.2.1 --- Basic Construct --- p.36 / Chapter 4.2.2 --- Pilot Survey --- p.36 / Chapter 4.2.3 --- Final Version --- p.37 / Chapter 4.3 --- Sampling --- p.38 / Chapter 4.3.1 --- Survey Subject --- p.38 / Chapter 4.3.2 --- Sampling Size --- p.39 / Chapter 4.3.3 --- Sampling Method --- p.40 / Chapter 4.3.4 --- Representativeness Enhancing Arrangements --- p.40 / Chapter 4.3.5 --- Fieldwork --- p.42 / Chapter 5. --- IDENTIFICATION OF MARKET SEGMENTS --- p.45 / Chapter 5.1 --- Survey Result --- p.45 / Chapter 5.1.1 --- Summary of Data --- p.45 / Chapter 5.1.2 --- Response Rate --- p.47 / Chapter 5.1.3 --- Weighting System --- p.47 / Chapter 5.2 --- Factor Analysis --- p.48 / Chapter 5.2.1 --- Needs of Factor Analysis --- p.48 / Chapter 5.2.2 --- Factors Identification --- p.49 / Chapter 5.2.3 --- Interpretation of Factors --- p.51 / Chapter 5.3 --- Cluster Analysis --- p.53 / Chapter 5.3.1 --- Preliminary Transformation --- p.53 / Chapter 5.3.2 --- Determination of Number of Clusters --- p.55 / Chapter 5.3.3 --- Clusters Identification --- p.58 / Chapter 6. --- INTERPRETATION AND PROFILING OF MARKET SEGMENTS --- p.59 / Chapter 6.1 --- Overall Profile --- p.59 / Chapter 6.1.1 --- Demographic Information --- p.59 / Chapter 6.1.2 --- Media Consumption --- p.60 / Chapter 6.2 --- Segmentation Analysis --- p.61 / Chapter 6.2.1 --- Segment 1 - Conservative TV Dependents --- p.61 / Chapter 6.2.2 --- Segment 2 - Fashion Followers --- p.62 / Chapter 6.2.3 --- Segment 3 - Yuppies --- p.63 / Chapter 6.2.4 --- Segment 4 - Value Minders --- p.64 / Chapter 6.2.5 --- Segment 5 - Conservative TV Satisfiers --- p.65 / Chapter 6.2.6 --- Segment 6 - Community and Family Carers --- p.66 / Chapter 6.3 --- Media Consumption Pattern --- p.70 / Chapter 6.3.1 --- Daily Media Usage & Cable Subscription Patterns --- p.70 / Chapter 6.4 --- Other Findings --- p.75 / Chapter 6.4.1 --- Most Favorite Television Programs --- p.75 / Chapter 6.4.2 --- Reason for Cable subscription --- p.76 / Chapter 6.4.3 --- Reasons of not subscribing Cable --- p.76 / Chapter 7. --- LIMITATION OF THE STUDY --- p.80 / Chapter 8. --- DISCUSSION --- p.82 / Chapter 8.1 --- Current Achievement --- p.82 / Chapter 8.1.1 --- Product Life Cycle --- p.82 / Chapter 8.1.2 --- Image Built --- p.83 / Chapter 8.2 --- "Who Subscribe, who not?" --- p.84 / Chapter 8.3 --- Reasons of Subscribing --- p.86 / Chapter 8.4 --- Reasons of Not Subscribing --- p.87 / Chapter 8.5 --- Marketing Niches --- p.88 / Chapter 9. --- RECOMMENDATION --- p.90 / Chapter 9.1 --- Target Segments --- p.90 / Chapter 9.2 --- Product Strategy --- p.91 / Chapter 9.2.1 --- General Aspects --- p.91 / Chapter 9.2.2 --- Program Mix --- p.91 / Chapter 9.3 --- Promotion Strategy --- p.96 / Chapter 9.3.1 --- Personal Selling --- p.97 / Chapter 9.3.2 --- Advertising --- p.97 / Chapter 9.3.3 --- Free Trial --- p.98 / Chapter 9.4 --- Pricing Strategy --- p.99 / Chapter 9.5 --- Distribution Strategy --- p.99 / Chapter 10. --- CONCLUSION --- p.100 / BIBLIOGRAPHY / APPENDICES / Chapter APPENDIX A --- DESCRIPTION OF CABLE CHANNELS / Chapter APPENDIX B --- SUBSCRIPTION PACKAGES OF CABLE TV / Chapter APPENDIX C --- PILOT QUESTIONNAIRE / Chapter APPENDIX D --- FINAL VERSION QUESTIONNAIRE (ENGLISH) / Chapter APPENDIX E --- FINAL VERSION QUESTIONNAIRE (CANTONESE) / Chapter APPENDIX F --- INTERVIEWER GUIDELINES / Chapter APPENDIX G --- LIST OF AIO STATEMENTS / Chapter APPENDIX H --- CHOICE BROAD / Chapter APPENDIX I --- FACTOR MATRIX / Chapter APPENDIX J --- PSYCHOGRAPHIC PROFILES OF SIX SEGMENTS / Chapter APPENDIX K --- DEMOGRAPHIC PROFILES OF ALL RESPONDENTS / Chapter APPENDIX L --- DEMOGRAPHIC PROFILES OF SIX SEGMENTS / Chapter APPENDIX M --- MOST FAVORITE TELEVISION PROGRAM TYPES / Chapter APPENDIX N --- MOST FAVORITE CABLE TV CHANNELS