by Chan Mei-yao Wendy, Yu Yim-sheung Jammy. / Questionnaire in Chinese and English. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 132-133). / abstract --- p.i / table of contents --- p.iii / LIST OF ILLUSTRATIONS --- p.v / LIST OF TABLES --- p.vi / Chapter I. --- INTRODUCTION --- p.1 / Research Objective --- p.1 / Problem Definition --- p.3 / Information Required --- p.4 / Industrial Analysis --- p.8 / Target Customers of Canned Fruits --- p.8 / Role of Hong Kong Fruit Companies in the Canned Fruits Market --- p.10 / Distribution Outlets for Canned Fruits --- p.11 / Advertising and Promotion --- p.11 / Chapter II. --- RESEARCH METHODOLOGY --- p.13 / Data Collection --- p.13 / Sampling Plan --- p.14 / Sample Characteristics --- p.16 / Research Limitations --- p.17 / Questionnaire Settings --- p.17 / Personal Interview --- p.19 / Sampling Method --- p.19 / Chapter III . --- RESEARCH ANALYSIS --- p.21 / Respondents' Attitudes towards Canned Fruits --- p.21 / Taste of the People --- p.21 / Product --- p.22 / Price --- p.25 / Distribution --- p.26 / Consumption Pattern --- p.26 / Ways of Consumption --- p.26 / "Type, Frequency and Brand of Canned Fruits Consumption" --- p.26 / The Favorite Shape of Pineapple and Peach --- p.27 / The Major Reason to Choose Particular Brands --- p.28 / Amount Spent on Canned Fruits per month --- p.29 / Brand Awareness --- p.30 / Brand Loyalty --- p.31 / Purchasing Behaviour --- p.33 / Test for Improvement in Canned Fruits --- p.37 / Chapter IV. --- RECOMMENDATIONS --- p.41 / Recommendations to Del Monte --- p.41 / Price --- p.42 / Variety of Canned Fruits --- p.42 / Recommendations to Other Brands --- p.44 / Distribution Outlets of Canned Fruits --- p.44 / Advertising and Promotion Activities --- p.45 / Recommendations to New Comers --- p.49 / Sourcing of Canned Fruits --- p.49 / Niche Strategy --- p.49 / Direct Competition with Market Leader --- p.50 / Targeting at Other Ways of Consumption of Canned Fruits --- p.52 / Distribution Outlets --- p.54 / Conclusion --- p.54 / Chapter V. --- CONCLUSION --- p.56 / APPENDIX --- p.63 / BIBLIOGRAPHY --- p.132