by Cheng Yin Ling, Carrol, Hung Bing Bing. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaf [25] (2nd gp.)). / ACKNOWLEDGEMENTS --- p.ii / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / Chapter CHAPTER 1 --- INTRODUCTION --- p.7 / Chapter 1.1 --- Structure of the Project --- p.7 / Chapter 1.2 --- The Evolution of Department Stores in Hong Kong --- p.8 / Chapter 1.3 --- The Birth of CRC Department Store --- p.11 / Chapter 1.4 --- Research Objectives --- p.13 / Chapter 1.5 --- Scope of Study --- p.13 / Chapter 1.6 --- Research Methodology --- p.14 / Chapter 1.6.1 --- Exploratory Research --- p.14 / Chapter 1.6.2 --- Descriptive Research --- p.15 / Chapter 1.7 --- Summary of the Chapter --- p.15 / Chapter CHAPTER II --- COMPANY BACKGROUND --- p.17 / Chapter 2.1 --- history of CRC department store --- p.17 / Chapter 2.2 --- Store Operation --- p.17 / Chapter 2.3 --- Target Customers --- p.18 / Chapter 2.4 --- Merchandise Mix and Scope of Service --- p.18 / Chapter 2.5 --- Perceived Competitors --- p.19 / Chapter 2.6 --- Merchandising System --- p.20 / Chapter 2.7 --- Summary of the Chapter --- p.20 / Chapter CHAPTER III --- THE MARKET REPOSITIONING PROGRAM --- p.22 / Chapter 3.1 --- The Market Repositioning Program of CRC --- p.22 / Chapter 3.1.1 --- Signs and Logo --- p.23 / Chapter 3.1.2 --- Merchandise Selection --- p.23 / Chapter 3.1.3 --- Merchandise Buying --- p.24 / Chapter 3.1.4 --- Store Layout --- p.24 / Chapter 3.1.5 --- Sales Personnel --- p.25 / Chapter 3.1.6 --- Promotional Tactics --- p.26 / Chapter 3.2 --- Evaluation Criteria for the Market Repositioning Program --- p.27 / Chapter 3.3 --- Factors Affecting the Effectiveness of the Market Repositioning Program --- p.28 / Chapter 3.4 --- Summary of the Chapter --- p.29 / Chapter CHAPTER IV --- CUSTOMER SURVEY OBJECTIVES AND METHODOLOGY --- p.31 / Chapter 4.1 --- Customer Survey Objectives --- p.31 / Chapter 4.1.1 --- Definitions of Specific Terms --- p.32 / Chapter 4.2 --- Customer Survey Methodology --- p.32 / Chapter 4.2.1 --- Questionnaire Design --- p.33 / Chapter 4.2.2 --- Field Work --- p.34 / Chapter 4.2.3 --- Sampling Design --- p.35 / Chapter 4.3 --- Limitations --- p.36 / Chapter 4.4 --- Summary of the Chapter --- p.38 / Chapter CHAPTER V --- CUSTOMER SURVEY FINDINGS --- p.39 / Chapter 5.1 --- findings from survey on existing customers --- p.39 / Chapter 5.1.1 --- Demographic Profile of Respondents --- p.39 / Chapter 5.1.2 --- Identify Customer Status --- p.40 / Chapter 5.1.3 --- Impression Difference on CPC/CME and CRC among Old Customers --- p.40 / Chapter 5.1.4 --- Reasons for Buying from CRC from New Customers --- p.41 / Chapter 5.2 --- findings from survey on potential customers --- p.42 / Chapter 5.2.1 --- Current Awareness Towards CRC --- p.43 / Chapter 5.2.2 --- Intention to Buy from CRC --- p.43 / Chapter 5.3 --- Summary of the Chapter --- p.45 / Chapter CHAPTER VI --- ISSUES & DISCUSSIONS --- p.46 / Chapter 6.1 --- Merchandise --- p.46 / Chapter 6.1.1 --- Price and Quality --- p.46 / Chapter 6.1.2 --- Assortment and Fashion --- p.47 / Chapter 6.2 --- Store Layout and Atmosphere --- p.48 / Chapter 6.2.1 --- Layout and Floor Plan of Store --- p.48 / Chapter 6.2.2 --- External and Internal Decor of Store --- p.49 / Chapter 6.2.3 --- Merchandise Display --- p.50 / Chapter 6.3 --- Sales Personnel --- p.51 / Chapter 6.4 --- Summary of the Chapter --- p.51 / Chapter CHAPTER VII --- RECOMMENDATIONS AND CONCLUSIONS --- p.52 / Chapter 7.1 --- Recommendations --- p.52 / Chapter 7.1.1 --- Merchandise --- p.52 / Chapter 7.1.2 --- Store Layout and Atmosphere --- p.54 / Chapter 7.1.3 --- Sales Personnel --- p.56 / Chapter 7.1.4 --- Ways of Communication --- p.58 / Chapter 7.2 --- Conclusions --- p.60 / Chapter 7.3 --- Summary of the Chapter --- p.61 / APPENDIX / BIBLIOGRAPHY