published_or_final_version / abstract / toc / Industrial and Manufacturing Systems Engineering / Master / Master of Philosophy

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration

by Cheng Wai Ming, Ivy, Ma Lok Man, Frandy. / Includes questionaire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leave 67). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / ACKNOWLEDGMENTS --- p.viii / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Purpose of Study --- p.1 / Chapter 1.2 --- Market Overview --- p.1 / Chapter 1.3 --- Market Growth --- p.2 / Chapter 1.3.1 --- Social Environment --- p.3 / Chapter 1.3.2 --- Economic Environment --- p.3 / Chapter 1.3.3 --- Regulatory Environment --- p.3 / Chapter 1.3.4 --- Technological Environment --- p.4 / Chapter 1.4 --- Market Share --- p.4 / Chapter 1.5 --- Marketing Strategies of Mobile Service Providers --- p.5 / Chapter 1.5.1 --- Product Strategies --- p.5 / Chapter 1.5.1.1 --- Service Features --- p.5 / Chapter 1.5.1.2 --- Mobile Phone Brands Used --- p.6 / Chapter 1.5.1.3 --- Number of Cell Sites --- p.6 / Chapter 1.5.1.4 --- Network Coverage --- p.6 / Chapter 1.5.1.5 --- Roaming Locations --- p.7 / Chapter 1.5.1.6 --- Customer Service --- p.7 / Chapter 1.5.2 --- Pricing Strategies --- p.7 / Chapter 1.5.3 --- Distribution Strategies --- p.8 / Chapter 1.5.4 --- Promotion Strategies --- p.8 / Chapter 1.5.4.1 --- Advertising --- p.8 / Chapter 1.5.4.2 --- Sales Teams --- p.9 / Chapter 2. --- DECISION PROBLEMS AND RESEARCH OBJECTIVES --- p.13 / Chapter 2.1 --- Decision Problems --- p.13 / Chapter 2.2 --- Research Objectives --- p.14 / Chapter 3. --- LITERATURE REVIEW --- p.16 / Chapter 3.1 --- Attitudes and Attitude Components --- p.16 / Chapter 3.2 --- Multiattribute Attitude Models --- p.17 / Chapter 4. --- RESEARCH METHODOLOGY --- p.21 / Chapter 4.1 --- Exploratory Study --- p.21 / Chapter 4.1.1 --- Literature Search --- p.21 / Chapter 4.1.2 --- Interviews with Executives --- p.21 / Chapter 4.1.3 --- Interviews with Potential Customers --- p.22 / Chapter 4.2 --- Descriptive Study --- p.22 / Chapter 4.2.1 --- Survey Population and Sample Size --- p.23 / Chapter 4.2.2 --- Sampling and Data Collection Procedure --- p.24 / Chapter 4.2.3 --- Questionnaire --- p.25 / Chapter 5. --- LIMITATIONS --- p.27 / Chapter 6. --- FINDINGS --- p.29 / Chapter 6.1 --- Exploratory Study --- p.29 / Chapter 6.1.1 --- Benefits of Using Mobile Telephone --- p.29 / Chapter 6.1.2 --- Evaluative Criteria Used in Selecting Mobile Telephone Service Provider --- p.30 / Chapter 6.1.3 --- Types of Information Sought and Sources of Information Used --- p.31 / Chapter 6.2 --- Descriptive Study --- p.32 / Chapter 6.2.1 --- Demographic Characteristics of the Respondents --- p.32 / Chapter 6.2.2 --- Benefits of Using Mobile Telephone --- p.35 / Chapter 6.2.3 --- Decision Making Process of Selecting a Mobile Service Provider --- p.36 / Chapter 6.2.3.1 --- Types of Information Sought by Respondents --- p.36 / Chapter 6.2.3.2 --- Sources of Information --- p.37 / Chapter 6.2.4 --- The Evaluative Criteria Used by Respondents and Their Relative Importance --- p.38 / Chapter 6.2.5 --- Awareness of Mobile Service Providers --- p.39 / Chapter 6.2.6 --- Belief Ratings on the Evaluative Criteria --- p.40 / Chapter 6.2.7 --- Respondents' Attitudes Towards the Mobile Service Providers --- p.41 / Chapter 6.2.8 --- Relationship Between Consumer Attitudes and Brand Preferences --- p.43 / Chapter 6.2.9 --- Market Segmentation --- p.46 / Chapter 6.2.9.1 --- Segmentation by Demographics --- p.46 / Chapter 6.2.9.2 --- Segmentation by Benefits --- p.49 / Chapter 6.2.9.3 --- Segmentation by Attitudes --- p.54 / Chapter 7. --- IMPLICATIONS FOR MARKETING STRATEGIES --- p.59 / Chapter 7.1 --- Competitive Analysis of CSL Against the Other Three Mobile Service Providers in Hong Kong --- p.59 / Chapter 7.2 --- Implications for Marketing Strategies of CSL --- p.60 / Chapter 7.2.1 --- Target Market --- p.60 / Chapter 7.2.2 --- Product Strategies --- p.61 / Chapter 7.2.3 --- Pricing Strategies --- p.63 / Chapter 7.2.4 --- Distribution Strategies --- p.64 / Chapter 7.2.5 --- Promotion Strategies --- p.64 / Chapter 8. --- CONCLUSION --- p.66 / REFERENCES --- p.67 / APPENDICES --- p.68 / Appendix A Exploratory Study: Executive Interview Guide --- p.68 / Appendix B Exploratory Study: Potential Customers Interview Guide --- p.69 / Appendix C English Version of the Questionnaire --- p.70 / Appendix D Chinese Version of the Questionnaire --- p.77 / Appendix E Findings of the Exploratory Study --- p.87 / Appendix F Agglomeration Coefficients of the Cluster Procedure on Respondents' Ratings on the Benefit Statements --- p.91 / Appendix G Agglomeration Coefficients of the Cluster Procedure on Respondents' Ratings on the Evaluative Criteria --- p.92

by Tse Po-shing, Andy. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 57-59. / EXECUTIVE SUMMARY --- p.i / ACKNOWLEDGEMENT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF APPENDICES --- p.iv / CHAPTER / Chapter I. --- INTRODUCTION --- p.2 / Chapter II. --- RESEARCH RATIONALE --- p.3 / Statement of the Program --- p.3 / Programme Strategy --- p.3 / Assumptions and Hypothesis --- p.3 / Target Population --- p.5 / Chapter III. --- LITERATURE REVIEW --- p.6 / Segmentation --- p.6 / Lifestyle --- p.9 / Lifestyle Segmentation --- p.11 / Fashion Research --- p.13 / Chapter IV. --- BACKGROUND INFORMATION ON HONG KONG --- p.16 / Demographics of Hong Kong Females --- p.16 / Hong Kong's Market for Apparel --- p.18 / Lifestyle Study in Hong Kong --- p.20 / Chapter V. --- RESEARCH METHODOLOGY --- p.21 / Sampling Procedure --- p.21 / Instrument --- p.22 / Measures --- p.23 / Chapter VI. --- RESULTS --- p.27 / Factor Analysis --- p.27 / Cluster Analysis --- p.32 / Demographics --- p.33 / Chapter VII. --- DISCUSSION --- p.34 / Cluster I: Followers --- p.34 / Cluster II: Leaders --- p.35 / Cluster III: Realists --- p.36 / Cluster IV: Uninvolved --- p.37 / Chapter VIII. --- CONCLUSIONS AND RECOMMENDATIONS --- p.39 / Conclusion --- p.39 / Recommendation --- p.39 / Chapter IX. --- LIMITATION --- p.41 / Chapter X. --- APPENDICES --- p.42 / Chapter XI. --- REFERENCES --- p.57 / LIST OF APPENDICES / Chapter APPENDIX 1: --- English Version Questionnaire --- p.44 / Chapter APPENDIX 2: --- Chinese Version Questionnaire --- p.49 / Chapter APPENDIX 3: --- Figure and Table --- p.52 / Figure 1 --- p.52 / Table 1 --- p.53 / Table 2 --- p.55 / Table 3 --- p.56

by Tong Ka Hung, Edwin. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaf 90. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGEMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / The Earth's Environment --- p.2 / The Green Movement in the West --- p.4 / The Green Movement in Hong Kong --- p.6 / The Attitude of the Government --- p.6 / The Attitudes of Consumers and Businessmen --- p.7 / Green Consumption and Non-durable Green Products --- p.8 / Objective and Significance of the Research --- p.9 / Hypotheses --- p.10 / Chapter II . --- METHODOLOGY --- p.15 / Research Design --- p.15 / Survey Method --- p.15 / Population Frame --- p.16 / Sampling Method and Sample Size --- p.17 / Design of the Questionnaire --- p.18 / Chapter III. --- SURVEY FINDINGS --- p.19 / Response Rate --- p.19 / Low Response Rate --- p.19 / Questionnaire Validation --- p.20 / Data Analysis --- p.20 / Demographics of the Respondents --- p.20 / General Shopping Pattern --- p.22 / Testing of Hypothesis 1 --- p.23 / Testing of Hypothesis 2 --- p.27 / Testing of Hypothesis 3 --- p.29 / Testing of Hypothesis 4 --- p.30 / Testing of Hypothesis 5 --- p.32 / Testing of Hypothesis 6 --- p.34 / Testing of Hypothesis 7 --- p.35 / Chapter IV. --- CONCLUSIONS AND RECOMMENDATIONS --- p.36 / Conclusions --- p.36 / Recommendations --- p.38 / Appendix / Chapter A. --- Questionnaire --- p.40 / Chapter B. --- Tabulation of Survey Data and Statistical Analysis --- p.46 / BIBLIOGRAPHY --- p.90

by Ko Kit-ling Kitty, Li Kit-yee Karen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 63-65. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF TABLES --- p.iv / LIST OF APPENDICES --- p.v / PREFACE --- p.vi / ACKNOWLEDGEMENT --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Rationale of Study --- p.1 / Chapter 1.2 --- Research Objectives --- p.2 / Chapter 1.3 --- Method --- p.2 / Chapter II. --- psychographics --- p.7 / Chapter 2.1 --- Introduction --- p.7 / Chapter 2.2 --- Definition of Lifestyle --- p.8 / Chapter 2.3 --- Lifestyle Measures --- p.9 / Chapter 2.4 --- Market Segmentation --- p.13 / Chapter 2.5 --- Uses and Problems --- p.16 / Chapter III. --- THE LOCAL COSMETICS MARKET --- p.19 / Chapter 3.1 --- Increasing Local Consumption on Cosmetics --- p.19 / Chapter 3.2 --- Definition of Cosmetics --- p.20 / Chapter 3.3 --- Overview of the Local Cosmetics Market --- p.21 / Chapter IV. --- FINDINGS AND ANALYSES --- p.24 / Chapter 4.1 --- Profile of Respondents --- p.24 / Chapter 4.2 --- Comparison of Frequent and Occasional Cosmetics Users --- p.29 / Chapter 4.3 --- Contrasting Responses of Frequent Cosmetics Users on Product-Specific and General Measures --- p.32 / Chapter V. --- MARKETING IMPLICATIONS AND RECOMMENDATIONS --- p.34 / Chapter 5.1 --- Market Segmentation --- p.34 / Chapter 5.2 --- Product --- p.34 / Chapter 5.3 --- Distribution --- p.35 / Chapter 5.4 --- Advertising --- p.35 / Chapter 5.5 --- Promotion --- p.36 / Chapter VI. --- LIMITATIONS OF THE STUDY --- p.38 / Chapter VII. --- CONCLUSION --- p.40 / Chapter VIII. --- SUGGESTIONS FOR FUTURE RESEARCH --- p.42 / APPENDICES --- p.44 / BIBLIOGRAPHY --- p.63

by Leung Wing Yiu, Raymond, Wong Shung Yan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 82-84). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGEMENTS --- p.vi / Chapter / Chapter 1. --- INTRODUCTION --- p.1 / Purpose / Definition of Direct Marketing / Direct Marketing Businesses in South East Asia / Singapore / Thailand / Malaysia / Taiwan / Direct Marketing Businesses in Hong Kong / Opportunities and Difficulties of Direct Marketing in Hong Kong / Consumer Attitude Towards Direct Marketing in Hong Kong / Chapter 2 --- METHODOLOGY --- p.15 / Literature Review / Interview with Local Direct Marketing Media and Practitioners / Focus Group Interview / Identification of Opportunities and Difficulties / Feasibility Study / Chapter 3 --- INTERVIEW WITH PRACTITIONERS IN HONG KONG --- p.19 / Interview with Mr. David Kwong of Bank of China Credit Cards / Introduction / Products Offered Through Direct Marketing / Criteria for Good Selling Products / Customer Information Maintenance / Interview with Ms Panky Poon of Chase Credit Card / Products Offered Through Direct Marketing / Criteria for Good Selling Products / Customer Relationship Maintenance / Interview with Mr. Peter Stening of Ball Partnership / Companies Served by Ball in Direct Marketing / Benefits and Difficulties of Using Direct Marketing / Outlook of Direct Marketing / Interview with Mr. Alan Ng of Ogilvy & Mather Direct / Products Offered Through Direct Marketing / Benefits and Difficulties of Using Direct Marketing / Outlook of Direct Marketing / Chapter 4 --- FOCUS GROUP INTERVIEWS --- p.26 / The Questionnaire / The Interview Discussion / Demographics / The Questionnaire Result / The Interview Result / General Attitude / Accessory Products / Direct Marketing of Accessory Products / Direct Marketing of Ties / Chapter 5 --- OPPORTUNITIES AND DIFFICULTIES --- p.41 / Consumer Attitudes / Value of Product / Convenience / Confidence in Marketer and Product / Product Attributes / Product Uniqueness / Product Price / Non-necessities / Added Value / Marketing Attributes / The Customer Database / A Reputable Marketer with Good Quality Product / Pre-examination of Product Before Purchase / Difficulties / Chapter 6 --- MEN'S ACCESSORIES --- p.48 / The Market / The Product / The Supplier / Chapter 7 --- FEASIBILITY STUDY --- p.52 / Factors affecting Direct Marketing of Men's Accessories / Suggested Approach to Direct Marketing / Product / Price / Mode of Distribution / Promotion / Customers Maintenance / Financial Analysis / Marketing Cost / Required Revenue / Shortcomings / Chapter 8 --- CONCLUSION --- p.63 / Direct Marketing in General / Direct Marketing of Men's Accessories / Limitations of the Study / Viewpoints on Direct Marketing of Men's Accessories / Recommendations for Further Studies / APPENDIX / Chapter 1 --- QUESTIONNAIRE --- p.70 / Chapter 2 --- OUTLINE OF FOCUS GROUP DISCUSSION --- p.73 / Chapter 3 --- THE BERTINI PRODUCT CATALOGUES --- p.75 / BIBLIOGRAPHY --- p.82

by Chow Yiu-wai Janet. / Includes Chinese questionaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 77-78). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / LIST OF EXHIBITS --- p.vii / ACKNOWLEDGMENTS --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Objectives --- p.1 / Overview of Sanitary Napkin Market --- p.2 / Chapter II. --- LITERATURE REVIEW --- p.4 / What Are Attitudes? --- p.4 / Methods of Measuring Attitudes --- p.5 / Attitude-Behavior Relationship --- p.9 / Marketing Implications of Studying Attitudes --- p.9 / Chapter III. --- METHODOLOGY --- p.11 / Target Group --- p.11 / Sample Size --- p.12 / Selection of Attributes --- p.12 / Preliminary Stage --- p.12 / Exploratory Research --- p.13 / Pretest --- p.14 / Questionnaire Design --- p.15 / Data Collection --- p.16 / Data Analysis --- p.16 / Chapter IV. --- LIMITATIONS --- p.18 / Chapter V. --- RESULTS --- p.21 / The Relative Importance of Product Attributes --- p.21 / Rearrangement of Semantic Differential Scales --- p.23 / Evaluation of the Ideal Brand after Rearrangement --- p.23 / Beliefs about Whisper and Nice Day --- p.24 / Profile Analysis --- p.24 / Attitudes toward Whisper and Nice Day --- p.27 / Difference in Attitudes --- p.27 / Absolute Difference --- p.27 / Favorableness of Brands --- p.29 / Characteristics of the Respondents --- p.30 / Usage Pattern --- p.30 / Actual Buyers and Purchasing Outlets --- p.32 / Demographics --- p.33 / Chapter VI. --- RELATIONSHIP BETWEEN ATTITUDE AND BRAND USAGE --- p.34 / Chapter VII. --- "ANALYSES FOR THE TWO GROUPS - WHISPER SIGNIFICANTLY MORE FAVORABLE, AND NICE DAY SIGNIFICANTLY MORE FAVORABLE" --- p.38 / Relative Importance of Attributes as Perceived by Different Groups --- p.38 / The Group Which Perceives Whisper as Significantly More Favorable --- p.40 / The Group Which Perceives Nice Day as Significantly More Favorable --- p.43 / Chapter VII. --- STRATEGIC IMPLICATIONS --- p.46 / Strategic Implications for Product Improvement --- p.46 / Strategic Implications for Whisper --- p.49 / Strategic Implications for Nice Day --- p.50 / Chapter IX. --- CONCLUSION --- p.52 / APPENDICES --- p.54 / BIBLIOGRAPHY --- p.77

by Cheng Lai-fan, Candice, Li Po-yi, Mabel. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaf 120). / ACKNOWLEDGMENT --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vii / LIST OF FIGURES --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Objectives of the Research --- p.2 / Chapter II. --- LITERATURE REVIEW --- p.4 / Number of Private Cars in Hong Kong --- p.4 / Problem of Vehicle Theft in Hong Kong --- p.5 / Definition of Electronic Autosecurity Systems --- p.8 / Market of Electronic Autosecurity Systems for Private Cars in Hong Kong --- p.9 / Chapter III. --- METHODOLOGY --- p.10 / Target Population --- p.10 / Method of Data Collection --- p.10 / Pretest --- p.11 / Questionnaire --- p.11 / Sampling --- p.12 / Chapter IV. --- SURVEY FINDINGS --- p.14 / Use of Autosecurity Systems --- p.14 / Demographic Data About the Respondents --- p.15 / Age --- p.15 / Sex --- p.15 / Education --- p.16 / Driving Experience --- p.16 / Data About the Car --- p.17 / Data About Mechanical Autosecurity Devices Installed --- p.18 / Degree of Satisfaction --- p.18 / Data About Electronic Autosecurity Systems Installed --- p.19 / Brand Awareness --- p.19 / Country of Origin --- p.19 / Time Spent on Information Search --- p.19 / Cost --- p.20 / Degree of Satisfaction --- p.20 / Satisfactory and Dissatisfactory Aspects --- p.22 / Information Sources --- p.24 / Evaluative Criteria in the Purchase of Electronic Autosecurity Systems --- p.25 / Decision Process --- p.26 / Product Switching Behavior of Users of Mechanical Autosecurity Devices --- p.28 / Chapter V. --- LIMITATIONS --- p.30 / Chapter VI. --- CONCLUSION AND RECOMMENDATIONS --- p.34 / Conclusion --- p.34 / Information Sources --- p.35 / Evaluative Criteria --- p.36 / Decision Process --- p.37 / Product Switching Behavior --- p.39 / Recommendations --- p.41 / Forecast of Market Potential of Electronic Autosecurity Systems for Private Cars in Hong Kong --- p.41 / Market Share --- p.41 / Market Potential --- p.42 / Other Considerations --- p.43 / Marketing Strategies --- p.43 / Product Strategies --- p.43 / Pricing Strategies --- p.45 / Promotional Strategies --- p.46 / Channel Strategies --- p.51 / APPENDIX / Chapter A. --- PRETESTED QUESTIONNAIRE (ENGLISH & CHINESE) --- p.52 / Chapter B. --- SUMMARY OF SURVEY FINDINGS --- p.63 / EXHIBIT / Chapter I. --- NEWSPAPER ARTICLES ON CAR THEFTS IN HONG KONG --- p.104 / Chapter II. --- PRODUCT CATALOGUES OF ELECTRONIC AUTOSECURITY SYSTEMS --- p.111 / BIBLIOGRAPHY --- p.120