by Ngai Wing-piu, Horace, Pok Tak-fai, Wilson. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 118-120. / Chapter 1.0 --- Introduction --- p.1 / Chapter 1.1 --- Motivation of Study --- p.1 / Chapter 1.2 --- Study Objective --- p.2 / Chapter 1.3 --- Method --- p.4 / Chapter 1.3.1 --- Phase One --- p.4 / Chapter 1.3.1.1 --- Questionnaire Design / Chapter 1.3.1.2 --- Sample Design / Chapter 1.3.1.3 --- Data Gathering / Chapter 1.3.2 --- Phase Two --- p.7 / Chapter 1.3.2.1 --- Focus Group Sessions / Chapter 1.3.2.2 --- Questionnaire Design / Chapter 1.3.2.3 --- Sample Design / Chapter 1.3.2.4 --- Data Gathering / Chapter 1.4 --- Limitations of the Study --- p.10 / Chapter 2.0 --- Overview of the cosmetics industry in the People's Republic of China --- p.12 / Chapter 2.1 --- History of cosmetic industry in PRC --- p.12 / Chapter 2.2 --- Environmental Analysis for the Cosmetics industry in Shanghai and Guangzhou --- p.13 / Chapter 2.2.1 --- Cultural & Economic Factors --- p.13 / Chapter 2.2.2 --- Government --- p.16 / Chapter 2.2.3 --- Customers --- p.19 / Chapter 2.2.4 --- Competitors --- p.21 / Chapter 3.0 --- Preliminary Study --- p.23 / Chapter 3.1 --- Literature Review --- p.23 / Chapter 3.2 --- Profile of the First Survey from Shanghai and Guangzhou --- p.26 / Chapter 3.2.1 --- Data Gathering --- p.26 / Chapter 3.2.2 --- Summary of the First Survey --- p.26 / Chapter 3.2.2.1 --- Demographic Summary / Chapter 3.2.2.2 --- Monthly Expenses on Cosmetic / Chapter 3.2.2.3 --- Overall Brand Awareness of Import & Joint-Venture-Made Cosmetics / Chapter 3.2.2.4 --- Media Effectiveness / Chapter 3.2.2.5 --- Categorization of the Cosmetic Products / Chapter 3.2.2.6 --- Consumption Level of Each Product Category / Chapter 3.2.2.7 --- Distribution Channel / Chapter 3.2.2.8 --- Brand Break-down of Skin Cream/Lotion Category Consumption / Chapter 3.2.2.9 --- Crosstabulation of Cosmetic Expenses by Occupation / Chapter 3.3 --- Conclusions --- p.40 / Chapter 4.0 --- In-depth Study --- p.42 / Chapter 4.1 --- Focus Group Session Summary --- p.44 / Chapter 4.2 --- Result of the Second Survey --- p.47 / Chapter 4.2.1 --- Survey Profile --- p.47 / Chapter 4.2.2 --- Consumer Awareness on Various Brands --- p.47 / Chapter 4.2.3 --- Consumption Pattern and Shopping Behavior --- p.51 / Chapter 4.2.3.1 --- Skin Cream/ Lotion Users and Non Users / Chapter 4.2.3.2 --- Consumption Pattern of Skin Cream/ Lotion / Chapter 4.2.3.3 --- Shopping Behavior / Chapter 4.2.4 --- Psychological Set of the Skin Cream/ Lotion Users --- p.59 / Chapter 4.2.4.1 --- Brand Loyalty and Brand Switching / Chapter 4.2.4.2 --- Communication within Groups / Chapter 4.2.4.3 --- Influence of Salesladies / Chapter 4.2.4.4 --- Effectiveness of Various Promotional Methods / Chapter 4.2.4.5 --- Relative Importance on Various Product Attributes / Chapter 4.2.5 --- Consumer Attitudes on Selected Brands --- p.69 / Chapter 4.2.5.1 --- Multiattribute Model for Brand Evaluation / Chapter 4.2.5.2 --- Products Positioning / Chapter 4.2.5.3 --- Intention to Buy / Chapter 4.2.6 --- Media Habits and Share of Voices for Various Brands --- p.77 / Chapter 4.2.6.1 --- Broadcasting Media / Chapter 4.2.6.2 --- Printed Media / Chapter 4.2.7 --- Conclusion --- p.83 / Chapter 5.0 --- Marketing Guidelines for Skin Cream/Lotion in PRC / Chapter 5.1 --- Market Segmentation and Product Positioning --- p.85 / Chapter 5.2 --- Pricing --- p.87 / Chapter 5.3 --- Promotion --- p.87 / Chapter 5.4 --- Distribution --- p.88 / Chapter 5.5 --- Optimal Mix --- p.88 / Chapter Appendix I --- Questionnaire of First Survey --- p.89 / Chapter Appendix IIA --- Questionnaire of Second Survey (English) --- p.95 / Chapter Appendix IIB --- Questionnaire of Second Survey (Chinese) --- p.106 / Chapter Appendix III --- Break Down of Other 8 Category Consumption --- p.113 / Chapter Appendix IVA --- Summary of Demographic Data of Participants --- p.115 / Chapter Appendix IVB --- Demographic Summary of Respondents --- p.116 / Chapter Appendix IVC --- Crosstubalation Industry by Nature of Job --- p.117 / Chapter Appendix V --- Bibliography --- p.118