by Chan Kin-Nin, Kenneth and Leung Wai-Man, Elisa. / Questionnaire in English and Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES --- p.vi / LIST OF TABLES --- p.vii / ACKNOWLEDGMENT --- p.viii / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Problem Statement --- p.1 / Background of the Company --- p.3 / Chapter II. --- STATEMENT OF OBJECTIVES --- p.5 / Manager's Objectives --- p.5 / Research Objectives --- p.6 / Chapter III. --- RESEARCH METHODOLOGY --- p.7 / Research Design --- p.7 / Pilot Survey --- p.9 / Data Collection Method --- p.9 / Sampling --- p.10 / Sampling Design And Sampling Frame --- p.10 / Sampling Unit And Sample Size --- p.11 / Fieldwork --- p.12 / Demographics Characteristics of the Sample --- p.12 / Chapter IV. --- ANALYSIS AND DISCUSSION OF BREAKFAST AND BREAKFAST CEREALS --- p.15 / Importance of Breakfast & Frequency of Taking Breakfast --- p.15 / Perception of A Healthy Breakfast --- p.16 / The Kind of Breakfast Eaten Most Often --- p.17 / The Kinds of Breakfast Eaten Second Most Often --- p.18 / Location of Breakfast Taken --- p.19 / Awareness of Breakfast Cereals --- p.20 / Attitudes Towards Breakfast Cereals --- p.22 / Frequency of Eating Breakfast Cereals --- p.23 / Types of Media to Know Breakfast Cereals --- p.25 / Chapter V. --- ANALYSIS AND DISCUSSION ON BRAND AWARENESS AND BRAND CHOICE --- p.26 / Brand Knowledge --- p.26 / Brand Purchase --- p.27 / Information Search Before Purchase --- p.31 / Relationship Between Buyer And User --- p.32 / Awareness of Weetabix And Alpen --- p.33 / Respondents' Opinions on Alpen And Weetabix --- p.37 / Chapter VI. --- MARKETING IMPLICATIONS --- p.40 / Chapter VII. --- LIMITATIONS & SUGGESTIONS --- p.48 / Limitations of the Study --- p.48 / Suggestions for Future Research --- p.51 / APPENDICES --- p.52 / Questionnaire (English Version) --- p.52 / Questionnaire (Chinese Version) --- p.60 / One-Way Tabulation Tables --- p.67 / Cross-Tabulation Tables --- p.88 / Figures --- p.100 / BIBLIOGRAPHY --- p.115